TV Learning Importance of Targeting

What You Should Have Read, April 4, 2008

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TV Learning Importance of Targeting

The Wall Street Journal looks at a 16-month study in Huntsville, Ala. by cable company Comcast and Starcom MediaVest that found that households that had ads targeted to them were about a third less likely to change the channel than those that were shown traditional ads. The TV business is only slowly starting to roll out technology that allows advertisers to target narrow slices of the audience. With marketers clamoring for more sophistication and accountability in the $70 billion U.S. TV-ad market, ad executives say such technology is key to preventing more of an exodus of advertising money from TV to the Web. Now Starcom and 10 of its clients, including General Motors, are prepping a test for Baltimore targeting 100,000 households.
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