Title :
Bringing Content Awareness to Web-Based IDTV Advertising
Author :
Redondo, Rebeca P Díaz ; Vilas, Ana Fernández ; Arias, José Juan Pazos ; Cabrer, Manuel Ramos ; Solla, Albert Gil ; Duque, Jorge García
Author_Institution :
Dept. of Telematics Eng., Univ. of Vigo, Pontevedra, Spain
fDate :
5/1/2012 12:00:00 AM
Abstract :
In the new technological context of interactive digital (IDTV), traditional TV spots are expected to be replaced by interactive applications. In this paper, we propose a new TV advertising architecture inspired by the philosophy and business models of online advertising. Personalization and content awareness are the two mainstays of our approach that allow advertisers to have more efficient campaigns focused on a targeted audience.
Keywords :
advertising; digital television; interactive systems; ubiquitous computing; Web-based IDTV advertising; business models; content awareness; interactive digital TV; online advertising; traditional TV spots; Advertising; Business; HDTV; Internet; Ontologies; Semantics; Content awareness; interactive digital TV (IDTV); personalization; sponsored advertising;
Journal_Title :
Systems, Man, and Cybernetics, Part C: Applications and Reviews, IEEE Transactions on
DOI :
10.1109/TSMCC.2011.2114344
