& cplSiteName &

Cox Eyes Addressable Ad Trials

Mari Silbey
3/26/2014
50%
50%

Cox Media has a new targeted advertising plan in the works.

The advertising division of Cox Communications Inc. is about to begin trials with Invidi Technologies Corp. to deliver addressable ads into live linear television. A spokesperson confirmed that the trials are for linear TV only, and are not related to the operator's work with Canoe Ventures LLC to implement dynamic ad insertion (DAI) across its video-on-demand platform.

"Addressability creates a new class of premium television advertising inventory, which is why Cox Media is committed to bringing it to market as another tool for our clients to connect consumers to the products they care about," said Mike Zeigler, vice president of Cox Media operations and business development.

Invidi's technology works at the set-top level and uses demographic data to target individual households with relevant advertising. Comcast Corp. (Nasdaq: CMCSA, CMCSK) also started a trial with Invidi last year and is expected to go live with the new system in 2014. Additional customers include DirecTV, Dish, and Verizon.

Last fall, FierceCable reported that Cablevision would also test Invidi's solution as part of a settlement in a case that had Invidi suing the MSO for patent infringement. (See Comcast Preps Ad Targeting Trial.)

Cox, which currently serves more than 20 markets with advertising solutions across the US, is also a founding member of Canoe Ventures along with Comcast, Time Warner Cable Inc. (NYSE: TWC), and Bright House Networks . Canoe has slimmed down its advanced advertising ambitions in recent years and today is only focused on dynamic ad insertion for VoD.

A recent Heavy Reading report predicted that DAI will be in 40 million homes by the end of the year. (See Cable's Search for Advanced Advertising Treasure .)

— Mari Silbey, special to Light Reading

(5)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Ariella
50%
50%
Ariella,
User Rank: Light Sabre
3/27/2014 | 10:11:22 AM
Re: Tailoring ads
@KBode I believe there are some ways of tracking, say with unique landing pages tied to the targeted ads and such.
KBode
50%
50%
KBode,
User Rank: Light Sabre
3/27/2014 | 8:44:55 AM
Re: Tailoring ads
Yeah I'm waiting for that day as well. They've patened use of cameras in set top boxes (and via game console cameras like the Kinect), but I think privacy worries have kept those ambitions at bay. Still, we (as the general public) seem pretty ok with having our privacy eroded slowly so long as the cool gadgets keep coming, so I imagine your scenario won't be long out.

I'm also unsure how well these targeted ad concepts work. How many years and how many millions have cable operators already spent on this via ventures like Canoe? With Nielson still struggling to even incorporate digital devices into ratings how are  these things even effectively tracked?
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/26/2014 | 4:04:18 PM
Re: Tailoring ads
ScottEStewart0101 - "Seeing that Google Ads can't stop pushing browser ads to me for music albums I've already bought, I don't think these new targeted ads are going to have much effect with TV viewers, unless there's a camera and open mic scanning what is in a user's living room/bedroom, products mentioned, ect."

I can see it now: My TV will wake up and tell me, "You're wearing that shirt with those pants? Men's Wearhouse has much nicer choices -- and they're on sale!"
ScottEStewart0101
50%
50%
ScottEStewart0101,
User Rank: Lightning
3/26/2014 | 3:45:25 PM
Re: Tailoring ads
Seeing that Google Ads can't stop pushing browser ads to me for music albums I've already bought, I don't think these new targeted ads are going to have much effect with TV viewers, unless there's a camera and open mic scanning what is in a user's living room/bedroom, products mentioned, ect. This would be a better venture for xBoxOne in my opinion. 

There are already regional ads on local network channels. Do they really think that consumers are going to like seeing ads in their menu/guide system? 
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/26/2014 | 2:52:53 PM
Tailoring ads
Addressable ads are an opportunity for marketers to particular consumer groups and potentially cut through advertising noise. But consumers may just look at them as MORE noise.

How specific can the targeting get? Can it target individuals?
From The Founder
Cisco's Conrad Clemson, recently promoted to head up the company's Service Provider Apps & Platforms developments, talks to Light Reading's Founder and CEO Steve Saunders about how he's bringing cloud video, mobile and virtualization together to empower network operators.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Documentaries
YouTube Takes on Facebook Live-Streaming

2|17|17   |     |   (0) comments


Popular 'YouTubers' will be the first to get the new service on their smartphones. You have been warned.
LRTV Custom TV
Open Source NFV/SDN Automation

2|17|17   |   05:54   |   (0) comments


AT&T ECOMP (Enhanced Control, Orchestration, Management and Policy) code is transitioning into the Linux Foundation for placement into open source. In this video, Carol Wilson provides an update on the maturation of open source ECOMP and meets with industry leaders from AT&T, Bell Canada, Orange, Linux Foundation and Amdocs to discuss what this means for the ...
LRTV Documentaries
Uber & NASA Collaborate on Flying Car Project

2|16|17   |     |   (0) comments


Is Uber for real? Well, it's hired NASA engineer Mark Moore to lead the project, and he wouldn't come cheap.
LRTV Documentaries
Zuckerberg Tries Out the Oculus Rift VR Glove

2|15|17   |     |   (0) comments


Facebook CEO shows off a new way to interact with the Oculus Rift virtual reality headset: an Oculus glove.
LRTV Custom TV
Huawei Digital Transformation Forum 2017

2|10|17   |     |   (0) comments


Here's a preview of the upcoming Huawei Digital Transformation Forum taking place in Barcelona with trending telecom topics like cloud, IoT, 5G and much more!
Telecom Innovators Video Showcase
Dan Sahar of Qwilt on Open Edge Cloud Platform

2|8|17   |   08:38   |   (0) comments


Dan Sahar, Qwilt's co-founder, sits down with Steve Saunders of Light Reading for a conversation about Qwilt's Open Edge Cloud platform and the new role of service providers in application and content delivery.
LRTV Documentaries
ZeroStack's 'Self-Driving Cloud'

2|7|17   |   01:09   |   (0) comments


Its Z-Brain tech automates day-to-day management and long-term planning for hybrid clouds.
Telecom Innovators Video Showcase
Nominum's Craig Sprosts on DNS & Cybersecurity Trends

2|7|17   |     |   (0) comments


Nominum's Craig Sprosts talks about the fast-changing landscape of cybersecurity with Steve Saunders of Light Reading. Sprosts touches on the trend of the rise of ransomwares, rivals of IoT base attacks, and mobile network security. He also discusses the realization of the importance of IoT security after a recent cyber attack that paralyzed several major ...
LRTV Documentaries
China Moves Towards Mixed Ownership of Telcos

2|1|17   |   01:10   |   (0) comments


Chinese authorities are promoting new ownership models in order to raise capital.
Shades of Ray
What to Expect at MWC 2017

1|31|17   |     |   (0) comments


5G is set to dominate as the key buzz term at this year's Mobile World Congress but there are other pressing 4G matters to address.
Telecom Innovators Video Showcase
Versa: A Lot More Than SD-WAN

1|31|17   |     |   (0) comments


Kelly Ahuja, the new CEO of Versa Networks, speaks with Steve Saunders of Light Reading about how Versa offers much more than just SD-WAN, and its plan to grow market adoption in 2017.
LRTV Documentaries
Facebook Gets Physical With Its Security Strategy

1|31|17   |   00:48   |   (0) comments


Facebook has introduced new measures that will enable users to secure access to their accounts using a physical 'key' application.
Upcoming Live Events
March 21-22, 2017, The Curtis Hotel, Denver, CO
March 22, 2017, The Curtis Hotel, Denver, CO
March 22, 2017, The Curtis Hotel, Denver, CO
May 15-17, 2017, Austin Convention Center, Austin, TX
May 15, 2017, Austin Convention Center - Austin, TX
June 6, 2017, The Joule Hotel, Dallas, TX
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
T-Mobile CEO: M&A Coming but Not Quite Yet
Dan Jones, Mobile Editor, 2/14/2017
Is the Time Right for a Cisco/Ericsson Wedding?
Ray Le Maistre, Editor-in-chief, 2/17/2017
Nice to See at Least One CSP Taking My Advice
Mitch Wagner, Editor, Enterprise Cloud, 2/17/2017
Time to Invest in Virtual Reality?
P. Tracy Currie, CEO and Co-Founder, Capto Consulting, 2/13/2017
Charter Launches 5G Field Trials
Mari Silbey, Senior Editor, Cable/Video, 2/16/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Light Reading founder and CEO Steve Saunders chats with Sportlogiq CEO Craig Buntin about sports data analysis.
Eyal Waldman, CEO of Mellanox Technologies, speaks to Steve Saunders, CEO of Light Reading, for an exclusive interview about the 100 GB cable challenge, cybersecurity and much more.
Animals with Phones
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.