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An Integrated Approach to Interactive and Personalized TV Advertising

Summary: An Integrated Approach to Interactive and
Personalized TV Advertising
Georgios Lekakos1, Dimitris Papakiriakopoulos1, Kostas Chorianopoulos1
eLTRUN- The eBusiness Center,
Department of Management Science & Technology
Athens University of Economics and Business
47 Evelpidon & Lefkados Str.,
113 62 Athens, Greece
{glekakos, dpap, chk}@aueb.gr
Abstract. Following the case of the Internet, Interactive TV can be expected to
revolutionise marketing practices and lead to a paradigm shift in the way ad-
vertising is developed, conducted, and analysed. Interactive TV, combines the
appeal and mass audience of traditional TV with the interactive features such as
those currently available on the Web and offers new possibilities for the
viewer, who can directly access relevant information and other services being
just `one-click' away. In this context, personalisation of advertisements refers
to the use of technology and viewer information in order to tailor commercials
and their respective interactive content to each individual viewer profile. In this
paper we deal with the topic of advertising over digital interactive TV and de-


Source: Ardissono, Liliana - Dipartimento di Informatica, UniversitÓ di Torino


Collections: Computer Technologies and Information Sciences