Juniper's broadband router serves targeted ads

A new broadband router from Juniper will likely make Internet television (IPTV) ads more attractive to advertisers. The E120 collects viewer data to better target and deliver ads to viewers.

by Kristina Knight

Some marketers interested in IPTV capabilities have worried about the cost-effectiveness of IPTV campaigns because of the smaller number of viewers logging on.

Jeff Heynen, directing analyst, Broadband and IPTV, Infonetics Research said, "The E-series multiplay ad solution will allow IPTV providers to deliver highly-targeted and context-specific ads to their subscribers across the 3 screens – TV, PC, and mobile phone – giving them a huge advantage over their competitors in the eyes of advertisers and ad buying agencies."

With the ability to gather information from viewers, advertisers will be better able to target the ads delivered through IPTV. The smaller audience size of IPTV makes the router even more attractive to marketers because the ads delivered have a better chance to being seen by the right viewer at the right time.

The platform can serve ads according to geographical, behavioral and demographic information.

"Service providers can target ads down to a specific number of subscribers in a neighborhood or on a street," said Gary Southwell, director of multiplay solutions for Juniper. "It makes TV advertising feasible--both for major brands, and local businesses with limited budgets."