asi Conference 2008: Kangaroo to deliver contextual content to users

Kangaroo plans to deliver content to users based on viewing habits in order to enhance viewing experiences and prolong user sessions, according to ITV’s controller of business strategy, Fred Martenson.

Speaking at the ASI Conference in Lisbon, Martenson said the way in which Kangaroo would provide links to content, for example, would include delivering a link to people viewing A Touch of Frost to Only Fools and Horses, based on the David Jason connection.

In addition, intelligent search technology will be able to deliver related content to a search, such as users searching for Ferrari being delivered a clip of a review in Top Gear and an excerpt of F1 viewing.

Martenson also outlined how ITV is looking to leverage its content across a wide range of platforms, building upon the mass delivery of ITV1 to push consumers to online content.

He used the example of Liam’s murder in Coronation Street, where alternative endings drove over 700,000 page views in a single day.

asi: www.asi.eu.com/