RT Journal Article
SR Electronic
T1 It's Personal
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 404
OP 418
DO 10.2501/S0021849909091041
VO 49
IS 4
A1 George Lekakos
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/4/404.abstract
AB Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers' preferences or interests. Existing personalization techniques applied over interactive platforms such as the Web provide the framework for the development of novel personalization approaches that take into account the particular television domain characteristics. In this article, we examine the exploitation of lifestyle as a predictor of consumers' behavior in combination with dynamic behavioral user-driven data for the development of an efficient personalization approach. The focus is on the extraction of a limited set of variables that model membership in lifestyle segments easily collectible in this environment. The lifestyle indicators are then utilized as a key element in a personalization algorithm for digital television advertisements.