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英國電視將播放“個性化廣告”
Adverts will target individuals to prevent channel-hopping

[ 2011-03-21 14:09]

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BSkyB is trialling a scheme called AdSmart, which will store advertisements on their customers' Sky+HD set-top boxes.(telegraph.co.uk)

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Television viewers face watching “personalised advertisements” under a new plan that will target people depending on their consumer habits, it has emerged.

Broadcasters are set to introduce advertisements based on personal tastes to halt the growing shift from television to the internet.

The “personalised” advertisements would use information gathered from viewer preferences, where they live and other “customer research”. Experts said the plans would likely end of the traditional "one size fits all" advert break.

BSkyB is trialing a plan called AdSmart, which will store advertisements on their customers' Sky+HD set-top boxes.

Under the plan, which will start being rolled out within two years, adverts would be transmitted during "live" viewing. The timing and length of breaks will remain unchanged.

Figures show that an estimated 50 per cent of all advertising spend is wasted. Advertising agencies are said to be broadly supportive of the move as it could stop traditional “channel-hopping”.

They hope it will help eradicate wastage in TV advertising by helping remove ads which are irrelevant to certain homes.

A BSkyB spokesman said it hoped to "help advertisers offer more relevant adverts".

"This might include using postcode information to offer more localised ads or providing ads which are more likely to be of interest to them based on their interests or circumstances," he said.

"It will also mean updating ads so that even when watching recorded programmes they are still up-to-date."

BSkyB officials stressed that they would not target customers by “analysing which programmes individual viewers watch” and it would not purchase data about purchasing habits.

Tim Lefroy, the chief Executive of the Advertising Association, said it was another "great step for consumers".

"It offers products, services, offers and information about the brands they trust where and when it is most relevant to them," he said.

(Read by Renee Haines. Renee Haines is a journalist at the China Daily Website.)

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(Agencies)

今后，英國電視觀眾有望收看“個性化廣告”。按照一項最新計劃，廣告投放將按照觀眾的消費習慣進行“定制”。

電視運營商將按照觀眾的個人喜好來播放廣告，以防止更多電視觀眾流向網絡。

“個性化”廣告將利用從觀眾偏好、住址、以及其它“消費者研究”中收集的信息來定制。專家表示，該計劃有望打破傳統的“一刀切”式的廣告播放模式。

英國天空廣播公司正試行一項名為“精準廣告”的計劃，將用戶收看的廣告存儲在“天空電視高清”機頂盒中。

按照該計劃，定制廣告將在觀眾實時觀看節目時播放。廣告播放的時間和時長不變。該計劃將于兩年內全面鋪開。

有數據顯示，據估計有50%的廣告費用都被浪費了。據稱，廣告商普遍都很支持這一計劃，因為這將防止傳統的“頻繁換臺”。

他們希望通過清除與用戶無關的廣告來充分利用電視廣告。

英國天空廣播公司的一位發言人表示，希望這將“幫助廣告客戶提供與用戶關聯度更高的廣告”。

他說：“該計劃將包括按照郵編信息播放更本地化的廣告，或者根據用戶的興趣和環境播放他們更感興趣的廣告。”

“電視運營商還將更新廣告，這樣一來，在人們觀看錄制節目時，也將收看到最新廣告。”

英國天空廣播公司的主管強調指出，該公司并不打算“分析個人用戶喜歡看的節目”來為用戶量身打造廣告內容，也不會購買有關消費習慣的數據。

英國廣告協會首席執行官蒂姆?勒弗羅伊表示，該計劃“對消費者來說意義重大”。

他說：“它所提供的產品、服務、報價、觀眾信賴品牌的信息都是此時此刻個人用戶最關心的。”

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（中國日報網英語點津 Julie 編輯：馮明惠）

Vocabulary:

one size fits all: designed to fit people of a wide range of sizes（一刀切）

set-top box: a device which converts the signals from a digital television broadcast into a form which can be viewed on a standard television set（機頂盒）

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