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Phil_Britt
Phil_Britt
12/30/2013 | 2:59:04 PM
Re: Other Treasure Hunts
This seems to similar to in some ways to advertising being added to movie previews several years ago. People complained at first, which they will here too, then basically accepted it. 

Avoiding advertising seems great, but don't know that I would want to pay the "advertising subsidy" in a monthly bill.
albreznick
albreznick
12/23/2013 | 8:07:55 PM
Re: Other Treasure Hunts
Plenty of skepticism about this, for sure. So, Craig, do you think enough things are different this time around that DAI couild actually work? What's the biggest wildcard? If you were a betting man, what odds of success would you give? 
craigleddy
craigleddy
12/23/2013 | 7:52:21 PM
Re: Other Treasure Hunts
Good question. Cable's past failures with advanced advertising were due to an inability to reach scale. That largely was due to deployment issues with new technologies and difficulties in rallying the advertising community to utlize new capabilities.

With DAI, the advertising community has sent strong signals that it wants this technology. Many advertisers and agencies are using DAI or at least kicking the tires. 

But skepticism is always prevalent when it comes to advanced advertising. It is very difficult to galvanize the advertising industry behind a new technology, something which many in the cable industry repeatedly have failed to understand. 

 

 
DOShea
DOShea
12/23/2013 | 5:23:01 PM
Re: Other Treasure Hunts
Will this be a sustained bounce back for Canoe? As you point out, the cable industry has been trying to figure this stuffn out for a long time, so I think there is probably still some skepticism.
craigleddy
craigleddy
12/20/2013 | 10:52:41 AM
Other Treasure Hunts
Cable suppliers are looking to promote advanced advertising through additional technologies beyond DAI. As reported in Light Reading, Ensequence is promoting a solution called AdConneqt+ to add interactive elements to TV commercials.

Meanwhile, MediaPost reported that Videology Partners is using its enhanced audience targeting technologies to deliver specific TV ads to individual set-top boxes with technology from Invidi, which previously conducted trials of addressable advertising with MSOs.

Hope springs eternal!

       


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