[opendtv] Re: Targeted TV Advertising Catches Interest
- From: "John Willkie" <johnwillkie@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Fri, 15 Oct 2004 09:24:13 -0700
Yep, and I didn't mean any offense. It's been a while since I visited your
web site. Was still "under construction."
I've even told (former) associates interested in your space that they needed
to understand who targetTV was, and their cable market share.
John Willkie
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx
[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Cliff Benham
Sent: Friday, October 15, 2004 7:15 AM
To: opendtv@xxxxxxxxxxxxx
Subject: [opendtv] Re: Targeted TV Advertising Catches Interest
John, have you ever taken note of my email address?
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx
[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of John Willkie
Sent: Wednesday, October 13, 2004 8:28 PM
To: opendtv@xxxxxxxxxxxxx
Subject: [opendtv] Re: Targeted TV Advertising Catches Interest
Oh, this is so much b.s. I can hardly keep still. You had to read deep =
into
the article to see that it isn't about TV advertising, but mere cable
advertising.
The hookup with SeaChange is a real joke. Yeah, the way to deploy =
multiple
advertising is to put everything into what essentially is a locked-in =
linear
reel days before the spot is aired.
Note: I have a personal interest in this area. The EtherGuide Envoy
metadata generator that I'm developing for the BROADCAST world (where =
the
most money is spent on "Tv" commercials) supports Directed Channel =
Change,
which provides this very functionality, among other features.
The millions invested in idiot companies is another joke. I have three
competitors in the ATSC-compliant broadcast metadata world. This is the
world where the most money is spent on TV advertising: much more than =
the
DVB world, which is public broadcasting-centric.
One of my competitors could be had for $20-$25 million. Another is on =
the
market for an asking of $3MM. I don't know if the third is on the =
market.
There are several other aspects. For example, one has to work with a
multiplexer/switch that interacts with a metadata generator. I know of =
one
company that is about to release the first such product. But, they =
don't
work with cable (yet.) I'm about to demonstrate my system with their
product.
Just how would such commercials be sold? How about which traffic =
systems
would support them? Then, there's the data exchange format. I haven't
looked real deep, but I don't know of any of these companies that are
participating in the S22-dataexch work that SMPTE is undertaking to =
actually
make such systems work IN THE REAL WORLD. Maybe I missed a name, but I =
took
the minutes of the meeting two weeks ago.
These firms are all empty pipe dreams, working with "black box" firms =
like
SeaChange, to develop closed systems that will only work on proprietary
interfaces. That's just so, well, 1980's.
Funnily enough, I'm starting to look for a bit of capital. I'm not =
really
interested in VC, but I will be sure to avoid the folks investing in =
these
firms at all costs.
They are clueless: their only "customers" will be bribed or bankrupt.
What did I miss?
John Willkie
P.S. The bright side? They can present a business model to Sony for
directed channel change. :-) Using their embedded technology.
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx
[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Monty Solomon
Sent: Wednesday, October 13, 2004 3:02 PM
To: undisclosed-recipient:
Subject: [opendtv] Targeted TV Advertising Catches Interest
Targeted TV Advertising Catches Interest
- Oct 13, 2004 01:02 PM (AP Online)
NEW YORK (AP) -- As the advertising industry worries about the
effectiveness of traditional television advertising, venture
capitalists are betting the 30-second spot has a bright future.
Since 2000, venture-capital firms have poured millions of dollars
into fledgling companies developing software designed to get
America's couch potatoes to watch TV ads. Television companies are
starting to roll out those services, which enable advertisers to
broadcast commercials tailored to specific groups of viewers.
With the technology, a New York car dealership, for instance, no
longer is limited to a one-size-fits all TV commercial. Instead, the
dealer can air ads for its luxury brands in an affluent neighborhood
such as Westchester, while marketing its lower-priced models in zip
codes where residents may have less purchasing power.
In the next year or so, advertisers in some regions will be able to
use the technology to target individual households _ a sort of direct
marketing over TV. Depending on the company, it can be done on cable,
satellite or traditional broadcast television.
...
- http://finance.lycos.com/home/news/story.asp?story=3D44242372
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