Web 2.0 functionality continues to blur the line between television and the online world. Now comes a new way of targeting at home advertisers via television commercials that can focus on a household's individual needs, further combining web technology and television popularity.
The ClickZ blog has the whole story, but here's a quick taste:
A new deal between TV ad targeting tech company Visible World and Cablevision will enable advertisers, reportedly including Chase Card Services, to test TV spot targeting on the household level. According to a TV Week article, Visible World will match ads in Cablevision's local ad inventory to set-top boxes as part of a New York test involving over 100,000 homes.
Consumer data from third party providers on info like age, gender, marital status, income, education level, occupation, number of children and shopping habits will be used to target the commercials. As noted in the piece, "If successful, Cablevision will roll out the capability across its 3 million homes next year." Like behavioral targeting, this stuff is all anonymous since third party data are matched with set top box info, then sent to Visible World, which adds in customer data, which ultimately does the ad targeting.
It's a cool concept: It would actually make watching commercials on TV kind of interesting if this ever expanded to a large scale. Customized TV commercials just for me and my particular needs and life situation...now that's what I call creative lead generation!
Wow! How exciting this would be! I can't think of an industry that would not benefit from this sort of targeted television advertising. I know for sure that it would be something the marketing people in my industry - life insurance - would be most excited about. It's a fact and doesn't take a rocket scientist to figure out, that a targeted advertising campaign is far, far more successful than one that isn't. The more targeted it is, the better. I for one wouldn't mind seeing more ads on television that are of personal relevance to me!
Posted by: Michaela Roberts | January 11, 2007 10:29 PM | Permalink to Comment