Isolate the commercial: One important byproduct of emerging technology schemes tied to pre- paid  advertising is the ability to see how viewers are (or aren’t) interacting with individual commercials. In trials on demand has seen stark differences in the prevalence of fast-forwarding related to certain commercials. By evaluating those findings,  advertisers can get a sense of which commercials seem to be capturing the most attention, and they can adjust their copy rotations accordingly. “Let’s say ad A works better than ad B.  “It’s direct feedback of the exact viewership of the ad as a separate asset.”

 
Come together: Making a big business out of advanced advertising over Satellite means coming to a consensus on a set of definitions and business processes--not developing some omnibus technology platform every participant uses. That’s the perspective of the technology, who says the idea of a homogenous technology architecture supporting advanced advertising is the wrong concept. We believe the key is to rally around basic technology standards coupled with shared adoption of terminology and basic business processes. That way, a “voting and polling” application, for instance, can be understood and embraced by advertisers across multiple markets in the same way a linear TV “avail” is understood today.

It’s important to communicate to advertisers that the Satellite advertising industry is working to unify basic ad insertion and measurement concepts, but isn’t trying to come up with some sort of centralized national clearinghouse for advanced advertising. “Nobody should expect that this platform means complete and total homogeneity.