Viewer-Tailored Advertising for Video on Demand Platforms

Viewers consider tailored advertising more interesting and less irritating than traditional commercials, but to produce this type of advertising it is necessary to have information about the viewer and about the context where to place the advertisement. This knowledge is quite easy to get within the Web scenario, but it is not in VoD platforms. In this paper, we propose a system to produce viewer-tailored advertising in common VoD systems by using information about viewers, commercials and programs. By using closed-captions, we show that it is possible to develop a system able to provide highly personalized advertising without requiring heavy changes to current VoD systems. An evaluation of the system shows that viewers appreciate the proposal. Therefore, VoD platforms might use the proposed approach to provide viewer-tailored advertising.