Customized TV Ads Too... LG HelloVision Develops Intelligent Platform

Big Data-Based Targeted Advertising System Construction
"Real-Time Channel Enables Viewer-Customized Ads"

Photo by LG HelloVision

[Asia Economy Reporter Kim Heung-soon] LG HelloVision announced on the 9th that it has developed a TV advertising platform that provides customized advertisements to customers with purchase intent by integrating big data.

This system, called an intelligent advertising platform, applies 'targeting TV advertising technology (technology that enables audience-targeted advertising on real-time broadcast channels).' It combines audience targeting, pay-per-use billing, and advertising effectiveness analysis to comprehensively provide everything from advertising planning to execution and result analysis. LG HelloVision developed this technology independently.

The intelligent advertising platform shows ads tailored to viewer preferences based on de-identified data (information that has been appropriately de-identified by deleting all or part of personal identifiers so that individuals cannot be recognized), such as viewing history. LG HelloVision explained that advertisers can maximize advertising effectiveness relative to cost by selecting options such as target preferences, channels, time, and region according to the advertising item.

The pay-per-use billing system also lowers the entry barrier for TV advertising. Pay-per-use charges advertisers only when viewers watch the advertisement from start to finish. Similar to online advertising, the advertising cost per unit is reduced, enabling small-scale advertisements. It also provides quantified result reports that analyze advertising effectiveness. Moving away from the traditional method of inferring advertising effectiveness based on program ratings, it can precisely identify advertising reach with second-level data.

LG HelloVision aims to expand real-time TV advertisements and video-on-demand (VOD) advertisements, which were broadcast to unspecified audiences, into targeted advertisements based on the intelligent advertising platform in cooperation with broadcasting channel operators (PP). Kim Hong-ik, LG HelloVision’s Executive Director of Technology, said, "We will continue technological innovation to secure the unique competitiveness of cable TV and create an ecosystem of mutual growth by cooperating with cable operators based on LG HelloVision’s infrastructure."

This content was produced with the assistance of AI translation services.