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Benefits
Consumers
see ads
that are
more
relevant
to them,
and they
can
forge a
more
fulfilling,
interactive
relationship
with the
products,
services,
and
brands
that
they
prefer.
Capabilities
- Interactive
advertising
–
requests
for
information
(RFIs),
instant
polling,
interactive
features,
telescoping
to
long-form
ad
segments,
links to
Web
content,
widgets,
and
direct
purchase
of
items,
including
cable
service
upgrades
- Targeted
ads – ad
versions
promoting
different
models
or
messages
are
delivered
to
different
cable
zones
(e.g., a
product
model
for
urban
apartment
dwellers
and a
different
model
for
suburban
home
owners)
- Dynamic
ad
insertion
– ads
can be
inserted
flexibly
into
on-demand
content
so that
they are
up-to-date
and
relevant
- Addressable
ads –
high-level
targeting
to
individual
households
based on
demographics
and
other
criteria,
with
pinpoint
viewing
measurement
and
click
data
Advantages
Increased
relevance
and
effectiveness
for TV
advertising,
yielding
increased
marketing
opportunities,
higher
CPMs
(cost
per
thousands),
and
accurate
audience
measurement.
Cable
marketers
also can
utilize
the
capabilities
to
promote
service
upgrades.
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