We are living in exciting times, the millennial call for “I want it and I want it now” has certainly been realised when it comes to the area of media consumption. Services like Amazon and Netflix (otherwise known as OVDs) have made made apps the norm for streaming video, allowing us to watch anything we want, when we want and where we want. When it comes to the use on the television, a set top box is required.  IPTV is the future of how we see TV and Video. It will all be internet based and the possibilities for both the viewer, advertising agencies and corporations are endless.

In 2010 revenues from in-game, mobile, online and interactive TV promotions were around $60bn a year.  In 2018 App revenues alone lay at $43bn, the digital advertising is valued in 2018 at around $640bn. worldwide. The FIFA World Cup added 7,4 % to this value, so figures for 2019 are slightly down on this.[1]

“The bulk of advertising revenue still comes from television, but the traditional TV advertising model is becoming increasingly unsustainable. With the shift from analog to digital broadcasting, the number of TV channels has multiplied, and audiences are becoming more fragmented.”[2]

The biggest problem that TV advertising has, is that due to the enormity of choices that the consumer has, the efficiency of a central scheduled approach to deliver advertising in real time to an audience that is becoming increasingly “online” rather than TV based means that traditional TV advertising is no longer efficient and hence too expensive.

IPTV certainly removes this obstacle, allowing advertisers to target specific audiences and better still will allow the customer long term to be immersed in a product experience rather than being talked at, through interaction.

IPTV allows the advertiser to choose which medium, device, time user profile etc.

“Forget Facebook and Co. I am having a dialog” Collaborative Advertising.is the future.

First of all IPTV gives the advertiser the power to regulate who sees what and how much, the advertiser can make several ads to hit different audiences or several ads for the same audience, ensuring that the viewer does not see the same video over and over again. It can avoid “over penetration” of marketing, ensuring that adverts will not annoy irrelevant audiences or be shown too often to their customers.

IBM's Global Industry Leader for Telecommunications Rob Van Dem Dam addresses the possibilities in an article he published in TV Technology that with IPTV, just as with online advertising, Ads can be placed at any point during the user journey, during booting, whilst films are buffering or dynamically in the video streams. Van dem Dam “The ability to telescope out an advertisement could be possible using a click-through function for the consumer. There is also the possibility of search and recommendation, perhaps in partnership with an Internet search engine.”

And it is exactly this, the ability for advertising to turn from a monologue into a dialog which is so exciting about IPTV, could this spell the end for the way we know advertising and sales today? 

However, are we only scratching the surface?  Corporations exist with far more than just their products. The motto of FORDINGS is that if the employees of a corporation can identify with the purpose and values of the company, this will be reflected in the consumers sharing the values.

What exactly are we getting at? IPTV could be the platform not just for advertising and sales, the possibilities are endless in areas such as recruitment, branding of corporate culture, service and aftersales, social responsibility. Could this change the face of the world of telco, and advertising agencies for the future?  Could this disrupt industries like recruitment, eCommerce and traders? Could this save companies millions in service and aftersales by saving in millions of air travel and certainly improve their ecological footprint?  Combined with Virtual Reality IPTV could even be used to speed up development between locations.

At this point in time it all sounds sci-fi, however as the world of the consumer becomes here and now, so too business will have to become far more agile. Email and Telephone communication has proven to be difficult. Could this perfect Agile processes? Could this be a system for the integration of communities and charitable organisations improving processes.  Can events become more global?  Can social media become more collaborative?

There is no doubt that IPTV in conjunction with Over the top content has the possibility to be used as a revolutionary tool for the future of business and society.  It is the collaboration of tommorow and can be used at all levels in business and society.



[1] eMarketer, eMarketer Releases New Global Media Ad Spending Estimates, https://www.emarketer.com/content/emarketer-total-media-ad-spending-worldwide-will-rise-7-4-in-2018, Author unknown
[2] TV Technology, IPTV Advertising: A Gold Mine For Telcos, ROB VON DEM DAM - https://www.tvtechnology.com/opinions/iptv-advertising-a-gold-mine-for-telcos
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