一种数字宽带新业务:广告点播

AOD: A Next Generation Digital Broadband Service

传统的广告模式为电视广告、户外广告、互联网广告以及报纸、广播等其他媒体承载广告。随着IPTV、3G基础网络的逐步建设,广告业务的进一步发掘已成为运营商、客户关注的焦点。当前的信息技术、网络环境、市场环境已经适合于发展一种新的广告模式:广告点播(AOD),相对于广告轮播,AOD有更强的互动性、针对性、灵活性。相对于视频点播(VOD),AOD主要采用广告客户买单的资费方式,使用灵活多样的接入终端,贴近了企业、商家及用户的需求,更适于在通信网络上应用。AOD将作为重要业务大力促进电信网络发展,提升运营商盈利能力。

Traditional advertising media platforms include TV, outdoors, Internet, newspaper, radio and more. Along with the construction of IPTV and 3G networks, the exploration and deployment of new value-added services has become a matter of the utmost concern to network operators and customers. Nowadays information technology, and network and market environments have been suitable to developing a new advertising model： Advertisement On Demand （AOD）. Contrasting to the advertisement rotation, AOD possesses more interactivity, pertinence and flexibility. AOD is more applicable to communication networks than Video On Demand （VOD） because it lets advertising clients pay the bills, uses diversified access terminals, and is prone to meeting demands of enterprises, businesses and customers. AOD may be expected to be an important service to greatly promote the development of telecommunication networks and improve the profitability of network operators.