Addressable TV advertising infrastructure developer Invidi Technologies just announced that NBC Universal has made an investment in the company, marking the first owner of cable and broadcast
networks to buy into the start-up. Significantly, NBC U also is poised to merge with Comcast Corp., the largest owner of cable TV systems in the U.S. Invidi recently tested its technology in Comcast's
Baltimore systems, and the results indicated the addressable ads proved to be 65% more efficient and 32% more effective than non-addressable TV ads.
Terms of NBC U's investment were not
disclosed.
The investment follows similar strategic stakes by WPP's GroupM, and other media and technology companies.