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.
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.
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?
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!"
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?
Technology industry veteran Martin Lund joins Metaswitch Networks this week as the company's new CEO. In this interview, Lund discusses his new role and the industry's progress with Light Reading CEO Steve Saunders. Lund believes that the industry disruption caused by SDN and NFV is creating opportunities for companies like Metaswitch – network software providers ...
Nominum CEO Gary Messiana talks about the challenges service providers face in competing for a much more sophisticated customer, a customer that has heightened expectations for more personalized and compelling digital experiences. Providers are focusing their efforts on delivering higher value subscriber services, retaining their existing customers and increasing ...
Equinix CTO Ihab Tarazi talks to Light Reading founder and CEO Steve Saunders about the dramatic changes in the data center, cloud and interconnect markets and discusses the impact of SDN and NFV in the coming years.
Andrew Coward discusses what the New IP means to end users or enterprise customers. He explains compelling reasons, including how every customer can get their own network, from the transformation to the New IP.
Mukund Srigopal provides an explanation of what network visibility is and how it is essential as service providers transition to the New IP. In addition, the importance of the network packet broker is discussed.
Ali Kafel from Stratus Technologies addresses high-availability concerns within the telco industry with a solution that enables telcos to provide high-availability and stateful fault-tolerance using a software-based approach.
Intel's Bev Crair and IBM's Eric Herzog discuss how IBM's V9000 Flash Storage System has helped customers around the world. Featuring real-time compression powered by Intel QuickAssist Technology, the V9000 is a next-gen flash storage solution.
Saran Phaloprakarn, Senior VP of Fixed Broadband Business Management of Thailand's AIS, was a keynote speaker at the first Asia-Pacific Ultra Broadband Summit in Bangkok. In this video, he talks to Heavy Reading about transforming into an FMC (FBB+MBB+Content) operator.
Technology industry veteran Martin Lund joins Metaswitch Networks this week as the company's new CEO. In this interview, Lund discusses his new role and the industry's progress with Light Reading CEO Steve Saunders. Lund believes that the industry disruption caused by SDN and NFV is creating opportunities for companies like Metaswitch – network software providers with the agility to embrace new technologies quickly and the ability to deliver on substantial projects for global network operators.