Television viewers face watching “personalised advertisements” under a new plan that will target people depending on their consumer habits, it has emerged.
今后，英國電視觀眾有望收看“個(gè)性化廣告”。按照一項(xiàng)最新計(jì)劃，廣告投放將按照觀眾的消費(fèi)習(xí)慣進(jìn)行“定制”。

Broadcasters are set to introduce advertisements based on personal tastes to halt the growing shift from television to the internet.
電視運(yùn)營商將按照觀眾的個(gè)人喜好來播放廣告，以防止更多電視觀眾流向網(wǎng)絡(luò)。

The “personalised” advertisements would use information gathered from viewer preferences, where they live and other “customer research”. Experts said the plans would likely end of the traditional "one size fits all" advert break.
“個(gè)性化”廣告將利用從觀眾偏好、住址、以及其它“消費(fèi)者研究”中收集的信息來定制。專家表示，該計(jì)劃有望打破傳統(tǒng)的“一刀切”式的廣告播放模式。

BSkyB is trialing a plan called AdSmart, which will store advertisements on their customers' Sky+HD set-top boxes.
英國天空廣播公司正試行一項(xiàng)名為“精準(zhǔn)廣告”的計(jì)劃，將用戶收看的廣告存儲(chǔ)在“天空電視高清”機(jī)頂盒中。

Under the plan, which will start being rolled out within two years, adverts would be transmitted during "live" viewing. The timing and length of breaks will remain unchanged.
按照該計(jì)劃，定制廣告將在觀眾實(shí)時(shí)觀看節(jié)目時(shí)播放。廣告播放的時(shí)間和時(shí)長不變。該計(jì)劃將于兩年內(nèi)全面鋪開。

Figures show that an estimated 50 per cent of all advertising spend is wasted. Advertising agencies are said to be broadly supportive of the move as it could stop traditional “channel-hopping”.
有數(shù)據(jù)顯示，據(jù)估計(jì)有50%的廣告費(fèi)用都被浪費(fèi)了。據(jù)稱，廣告商普遍都很支持這一計(jì)劃，因?yàn)檫@將防止傳統(tǒng)的“頻繁換臺(tái)”。

They hope it will help eradicate wastage in TV advertising by helping remove ads which are irrelevant to certain homes.
他們希望通過清除與用戶無關(guān)的廣告來充分利用電視廣告。

A BSkyB spokesman said it hoped to "help advertisers offer more relevant adverts".
英國天空廣播公司的一位發(fā)言人表示，希望這將“幫助廣告客戶提供與用戶關(guān)聯(lián)度更高的廣告”。

"This might include using postcode information to offer more localised ads or providing ads which are more likely to be of interest to them based on their interests or circumstances," he said. "It will also mean updating ads so that even when watching recorded programmes they are still up-to-date."
他說：“該計(jì)劃將包括按照郵編信息播放更本地化的廣告，或者根據(jù)用戶的興趣和環(huán)境播放他們更感興趣的廣告?！薄半娨曔\(yùn)營商還將更新廣告，這樣一來，在人們觀看錄制節(jié)目時(shí)，也將收看到最新廣告。”

BSkyB officials stressed that they would not target customers by “analysing which programmes individual viewers watch” and it would not purchase data about purchasing habits.
英國天空廣播公司的主管強(qiáng)調(diào)指出，該公司并不打算“分析個(gè)人用戶喜歡看的節(jié)目”來為用戶量身打造廣告內(nèi)容，也不會(huì)購買有關(guān)消費(fèi)習(xí)慣的數(shù)據(jù)。