Semantics-driven recommendation of coupons through Digital TV: Exploiting synergies with social networks

The well-known marketing strategy of distributing discount coupons can greatly benefit from Digital TV. Its interactive capabilities allow incorporating a recommender system to make such distribution personalized (based on each viewer´s preferences), and also presenting the selected coupons attractively, related to the TV programs broadcast at any moment. In this paper, exploiting the possibilities that Web 2.0 offers, we propose a recommender system that goes one step further to increase coupon redemptions, by utilizing social networks as tools to add extra information to the system and reach new consumers.