Cox, Visible World Team For Addressable Ads

Watching TV

Cable operator Cox Communications and addressable advertising company Visible World are starting an addressable effort targeting Cox's 6 million cable TV subscribers.

The deal is similar to the one Visible World has with operators Comcast and Suddenlink, where it can target different "zones" -- a collection of ZIP codes in a specific area -- for specific advertising messages.

Visible World also has a more high-profile deal with Cablevision Systems Corp, where it delivers to the cable operator's 3 million New York-area subscribers on a house-by-house basis.

Separately, Tania Yuki, vice president of advertising solutions for Visible World, says the addressable advertising company will soon announce a new ad deal with a major media agency holding company reaching across Visible World's entire footprint of 60 million cable subscribers.

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With Visible World's system, advertisers can choose to deliver existing 30-second commercials or create multiple niche versions of a commercial to target specific audiences. Analysts have pointed to efforts that would -- for example -- deliver pet food commercials to those homes with pets.

Any part of the 30-second spot can be made dynamic with different video, audio (music and/or voiceover), graphics, or text elements attached for customization, says Visible World.

Using VW's Conductor system -- a Web-based campaign management tool -- advertisers can target consumers, customize messages and deliver local TV ads. Viewer data is gathered anonymously from third-party providers, such as Acxiom, Nielsen, Experian and Polk, looking at specific viewer data, such as income or education.

Visible World can access some 60 million U.S. subscribers -- around 80% of all U.S. cable customers -- and has done some three hundred deals with advertisers since 2000.

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