Lower entry costs result in
more advertisers, more competition and higher ad revenues.
Another advantage of ad bidding networks is that they automatically coordinate the selection and placement of ads. Once the automation process is
setup, it can dramatically reduce the management costs of an advertising
system.
Reporting for ad bidding systems includes the identification of bids that
were accepted, the amounts of winning bids, and the total cost for the advertising program during the selected interval or other filter options. Reporting
may also provide additional details such as viewer interactions (channel
changing) during the advertising period.
Figure 3.13 shows how TV ad bidding may work for selling cars. This diagram shows that bidding for advertising messages may occur for particular
age groups, income ranges, program types and geographic regions. This
example shows that TV advertisers may bid for ads that may appear on a
variety of programs throughout various geographic regions. The advertiser
sets the maximum bid they are willing to offer and a maximum number of
impressions may be selected to ensure advertising budgets can be maintained. This example shows that the advertiser may also have the ability to
select if the same ad will be sent to the same person more than one time.
TV viewer skin ads are promotional messages that appear in the area surrounding the media player window. TV viewer skins ads may be displayed
to viewers who are watching the TV channel on a multimedia computer
(window viewing).
Some broadcasters simulcast their programming on channels through the
Internet, which can be watched using a media player on a multimedia computer.