However, this does not spell doom for advertisers because IPTV can also, like the internet, customize its advertisements to the viewer's preferences and TV watching habits. This makes it easier for marketers to make sure that their message is delivered to the select audience for whom it was intended, and IPTV therefore, can be a "godsend" for advertisers.
At the moment, IPTV has not penetrated into the mass market, but this will surely change by next year. And the advertising industry is all set to take advantage of this as big companies are looking for alternate marketing channels owing to the lackluster response and growth in the conventional advertising medium: network television. Products such as TiVo ensure that consumers are not exposed to any advertisements. The Internet has also significantly altered the advertising media mix because when advertisers place their messages on popular Web portals and sites, they end up reaching a much wider target audience in a cost-effective manner, as compared to TV which is expensive, and where the audiences are shrinking every passing year.
What IPTV promises are these targeting and measurement capabilities in the form of a point-to-point service, where every television in a house