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new advertising tools?

There is news that SeaChange International's "Ad Placement System" (no link on purpose) will allow cable companies to serve more relevant TV advertising based on location and time of day (for video-on-demand content.) There is a part of me that would welcome more relevant ads in general, but the privacy issues are more prominent. How much data does my cable company share with advertisers currently? How much more will they be giving away in the future?

"We are addressing this issue in on-demand television... -- allowing advertising to become customized on a household by household basis to maximize relevance and impact. We want to enable the best possible experience for both the viewer and the advertiser."

Additionally, using "zip code plus four" precision, cable operators can theoretically craft ads that cater to regions and even neighborhoods, SeaChange said. The company offered the example of serving ads for a compact car to "downtown demos," while wealthier "uptown" neighborhoods see an ad for luxury car.

Somehow, I don't think that SeaChange has the best possible experience of the viewer ahead of the advertiser.

Fighting PVRs with Online Ad Techniques [clickz.com]

by Gen Kanai April 7, 2004 in News

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