Cable moving to geo-targeting ads

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Cable moving to geo-targeting ads

While this is not directly PVR-related, it covers some of the same issues that are relevant to the PVR industry in terms of the location-based advertising and the targeting of consumers that is on the rise.

The Weather Channel, for example, plans to activate a national system on Oct. 1 that among other things can tailor ads to the forecast, sending commercials for rugged trucks to rainy parts of the country while simultaneously sending commercials for convertibles to those viewers getting sun. Big advertisers so far seem interested. Home Depot, Kraft, Six Flags and Toyota have already helped the Weather Channel test its new services.

Separately, Comcast recently began offering advertisers the ability to buy commercial time in the country's 10 largest markets and deliver highly tailored versions of each spot based on geographic, demographic and other factors. Previously, marketers would have had to buy separate commercial time on individual cable systems or broadcast affiliates to achieve the same effect.

Advertising: Rain or Shine, Win or Lose, This Ad Is Just for You [nytimes.com]

by Gen Kanai June 27, 2004 in News