中國(guó)網(wǎng)站品牌欄目（頻道）
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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.)
(Agencies)
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今后，英國(guó)電視觀眾有望收看“個(gè)性化廣告”。按照一項(xiàng)最新計(jì)劃，廣告投放將按照觀眾的消費(fèi)習(xí)慣進(jìn)行“定制”。 電視運(yùn)營(yíng)商將按照觀眾的個(gè)人喜好來(lái)播放廣告，以防止更多電視觀眾流向網(wǎng)絡(luò)。 “個(gè)性化”廣告將利用從觀眾偏好、住址、以及其它“消費(fèi)者研究”中收集的信息來(lái)定制。專(zhuān)家表示，該計(jì)劃有望打破傳統(tǒng)的“一刀切”式的廣告播放模式。 英國(guó)天空廣播公司正試行一項(xiàng)名為“精準(zhǔn)廣告”的計(jì)劃，將用戶(hù)收看的廣告存儲(chǔ)在“天空電視高清”機(jī)頂盒中。 按照該計(jì)劃，定制廣告將在觀眾實(shí)時(shí)觀看節(jié)目時(shí)播放。廣告播放的時(shí)間和時(shí)長(zhǎng)不變。該計(jì)劃將于兩年內(nèi)全面鋪開(kāi)。 有數(shù)據(jù)顯示，據(jù)估計(jì)有50%的廣告費(fèi)用都被浪費(fèi)了。據(jù)稱(chēng)，廣告商普遍都很支持這一計(jì)劃，因?yàn)檫@將防止傳統(tǒng)的“頻繁換臺(tái)”。 他們希望通過(guò)清除與用戶(hù)無(wú)關(guān)的廣告來(lái)充分利用電視廣告。 英國(guó)天空廣播公司的一位發(fā)言人表示，希望這將“幫助廣告客戶(hù)提供與用戶(hù)關(guān)聯(lián)度更高的廣告”。 他說(shuō)：“該計(jì)劃將包括按照郵編信息播放更本地化的廣告，或者根據(jù)用戶(hù)的興趣和環(huán)境播放他們更感興趣的廣告?！?/p> “電視運(yùn)營(yíng)商還將更新廣告，這樣一來(lái)，在人們觀看錄制節(jié)目時(shí)，也將收看到最新廣告?！?/p> 英國(guó)天空廣播公司的主管強(qiáng)調(diào)指出，該公司并不打算“分析個(gè)人用戶(hù)喜歡看的節(jié)目”來(lái)為用戶(hù)量身打造廣告內(nèi)容，也不會(huì)購(gòu)買(mǎi)有關(guān)消費(fèi)習(xí)慣的數(shù)據(jù)。 英國(guó)廣告協(xié)會(huì)首席執(zhí)行官蒂姆?勒弗羅伊表示，該計(jì)劃“對(duì)消費(fèi)者來(lái)說(shuō)意義重大”。 他說(shuō)：“它所提供的產(chǎn)品、服務(wù)、報(bào)價(jià)、觀眾信賴(lài)品牌的信息都是此時(shí)此刻個(gè)人用戶(hù)最關(guān)心的?！?/p> 相關(guān)閱讀 網(wǎng)絡(luò)趕超報(bào)紙 或?qū)⒊蔀槊绹?guó)第一傳媒 公益廣告 public service advertising （中國(guó)日?qǐng)?bào)網(wǎng)英語(yǔ)點(diǎn)津 Julie 編輯：馮明惠）
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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(jī)頂盒） |
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