Monetizing IMS-based IPTV through personalized advertising

The adoption of the IP Multimedia Subsystem (IMS) has faced a number of challenges. Furthermore, countries with developing infrastructure face additional difficulties. It is important for such countries to overcome these obstacles in order to adopt Next Generation Network (NGN) architectures and compete globally with operators offering IMS services. Funding the deployment of NGNs is a major hurdle for developing countries. Investors need a guarantee of returns within a particular timeframe. However, the declining Average Revenue Per User (ARPU) and the lack of a killer application for the IMS inhibit this. To overcome these challenges, this paper proposes a personalized advertising system for IMS-based IPTV to generate revenue based on marketing and incentivize IMS roll out for telcos. Furthermore, the system is integrated with the IMS charging framework to reward users for viewing advertisements.