[opendtv] Re: Targeted TV Advertising Catches Interest
- From: "John Willkie" <johnwillkie@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Thu, 14 Oct 2004 14:38:00 -0700
What's required is for tv sets (in the ota sense) to be equipped with the
Directed Channel Change technology (the first reference chip sets will be
shown at CES in January) and for consumers to enter their information (zip
code, demographics, genre preferences) into the set, and for them to
activate DCC.
In the cable world, the evil empire of cable will subject you to this
"feature." No choice; little to no privacy restrictions, the evil empire
retains all the information and control.
That's the only reason there's VC interest in the cable side. Nobody will
volunteer for this cable service: they'll have to be fooled into or it will
be hidden from them. I suspect their bills will go up to make it happen.
John Willkie
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx
[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Manfredi, Albert E
Sent: Thursday, October 14, 2004 1:31 PM
To: OpenDTV (E-mail)
Subject: [opendtv] Re: Targeted TV Advertising Catches Interest
I'd love to know how one would target FTA OTA TV ads,
unless the customer buying his set or recorder
agrees to have some device plugged into the set
that either identifies where he lives or what his
"demographic group" might be.
It's easy to just say you'd send to "an IP address,"
but how are these assigned, by whom, and why should
a customer agree to have this spam bait installed in
an FTA set?
Bert
-------------------------------------------------------
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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