Looking to provide more growth for its addressable advertising efforts, Visible World will link with U.S. cable operators' growing Tru2way technology -- a platform for interactivity and advertising -- with a new software solution.
With this effort, Visible World’s addressable technology can easily integrate into more devices -- from basic digital TV receivers to advanced set-top boxes with DVRs. It also connects with homes that have devices that operate on Tru2way software.
“Addressable television technology is a very real part of the advertising ecosystem, and by enabling it on Tru2way devices, we’re making it even easier for operators to deploy,” stated Gerrit Niemeijer, chief technology officer of Visible World. “We’re committed to delivering ways for our cable partners to enhance their advertising capabilities.”
Since 2000, Visible World has struck over 200 advertiser deals reaching about 80% of U.S. cable television homes.
As with other addressable advertising systems, Visible World looks to help marketers better target television commercials to relevant audiences, based on customized demographic segmentation data. Advertisers can use general demographic data, industry-specific data, or their own proprietary data to deliver different messages to different sets of TV homes.
Coming from CableLabs, Tru2way is a so-called middleware platform for programmers, advertisers and application developers to deliver new interactive services. It can reach cable set-top boxes and non-cable devices, such as game consoles and tablets in the home.