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Media companies have long benefited from dual revenue streams, selling content to consumers while also selling time or space to advertisers. Service providers are now entering the media business with multimedia content on their broadband portals and mobile phone decks, as well as IPTV services. How can they best leverage the various media platforms and channels available to them to target advertisers? What targeting and interactive capabilities will be essential to differentiate from current advertising choices for agencies, and how can service providers use intelligent networks to provide more insight on consumer behavior?.
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