Selevision has launched its Dynamic Commercial Delivery System — a pioneering technology that enables advertisers to maximize return on investment for their ad spend. Advertisers will be able to guarantee reaching a specific audience using sophisticated technology that enables commercials to be targeted by any of a number of criteria, including location, age and income.
The system works by sending specific advertisements to the television screens of individual viewers via Selevision’s Digital Satellite Receivers, enabling advertisers to select which viewers receive their commercials — even within the same household.
“The biggest challenge advertisers face in the region is accountability for investment. Educated guesswork is the only current means of targeting television commercials, but that will soon no longer be the case,” said Dr. Raed R. Khusheim, CEO and president of Selevision.
Selevision will be launching its technology in the Middle East in June and expects to supply 800,000 homes in the UAE and Saudi Arabia with its Digital Satellite Receivers — a multifunctional “set top box” — within the next 12 months. The set top boxes will be available for a monthly subscription of just 5 dirhams (a deposit is required), with the Selevision technology and all its advanced functionality available free of charge. Advertisers will be charged just $0.05 per impression, with their commercial guaranteed to be delivered to the intended recipient.
“Selevision adverts will be screened in the usual commercial breaks during programs, with viewers receiving the adverts chosen by advertisers for them to watch regardless of which channel they are tuned to,” Khusheim said. “If the television is turned off, the commercial will be ‘queued’ and delivered to their Selevision set the next time it is turned on. We can guarantee that the audience is ‘captive’ by knowing that the advert can only be shown if the set is switched on, which is how we guarantee advertisement delivery.”
He added, “Having a captive audience removes the need for adverts to be sold around specific programs and eliminates the notion of ‘peak time’ viewing. Advertisers can also adapt the content of their commercials for different viewer profiles. Networks will effectively receive multiple payments for the same ad slot, and viewers will also have the option of watching the adverts broadcast by the network after watching those specifically selected for them through Selevision.”
The Dubai Media City-based company believes viewer demand for the interactive system will be high as consumers will also benefit from its advanced features, including the ability to pause or rewind “live” television broadcasts.
“The set top box acts as a digital video recorder, as well as an Internet browser, fax and answering machine,” Khusheim explained. “You can pause a program, including live sports, and resume viewing without missing any of the action. Users can even record two programs at the same time.”
