It is time for a commercial break and a single, male viewerwatches adverts for grooming products and racy sports cars. Thefamily next door, though, glued to the same programme, is temptedinstead by package holidays and a new people-carrier.
Broadcasters are to introduce advertisements tailored to thetastes of individual viewers by using information gathered frompostcodes, viewing preferences and customer research. The move isdesigned to halt the drift from television to the internet.
BSkyB is trialling a scheme called AdSmart in which adverts willbe stored on customers' Sky+HD set-top boxes and transmitted during"live" viewing. It aims to roll out the scheme next year.
However there are fears that "addressable advertising" could bean invasion of privacy and aggravate viewers. BSkyB promised thatits 10 million subscribers would receive targeted adverts only withtheir permission.
Television advertisers are fighting to maintain influence overconsumers who are used to receiving targeted advertising when theyplace a keyword search into Google. An estimated 50 per cent of alladvertising spend is wasted, and agencies that buy televisionadvertising space are supporting BSkyB's initiative in the beliefthat more relevant commercials might prevent viewers' channel-hopping during breaks.
A BSkyB spokesman said: "A single male might see an advert for aMondeo but the family next door could see an ad for a people-carrier. We could deliver localised ads. And we can update adcampaigns." BSkyB added that it would not target customers byanalysing which programmes individual viewers watch, nor buy in dataabout their purchasing habits.
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