Alliance Formed to Enable Interactive TV Ads

  • by July 26, 2000
Starcom Worldwide and ACTV's Digital ADCO subsidiary today announced that the companies will work together on an addressable and interactive digital TV advertising initiative using Digital ADCO's SpotOn service.

A charter program for SpotOn is planned for later this year, and based on the results of this initial program, the companies will explore bringing the benefits of SpotOn to Starcom's client roster that includes Motorola, Procter & Gamble, Delta Air Lines, Hallmark, McDonald's, Kellogg, Miller Brewing Company, and others.

SpotOn is a software-based and TV-centric system that enables the delivery and accounting of highly targeted and interactive advertising via digital cable, digital satellite, and digital broadcast television. SpotOn allows viewers to choose and interact with television commercials, it allows advertisers to deliver commercials to households most likely to respond to them (based on demographic or household-specific profiles), and it allows television network operators to generate new TV commerce revenues.

Features of SpotOn include: - allowing advertisers to target messages to each addressable digital set-top terminal - enabling viewers to choose television spots of interest to them - provisions for system-wide and local advertising insertion into digital cable channels - giving advertisers individualized tagging capability for each digital set-top (e.g. letting a car manufacturer tag a spot with the address of the nearest dealership) - enabling true accountability, reporting when a spot was shown in each home - empowering customers to receive additional information (video, audio and/or data) on products during or after commercials - airing spots in the appropriate language for specific homes

SpotOn is expected to be compatible with all of the leading digital interactive platforms and digital set-top terminals. SpotOn services will be provided to MSOs, cable and satellite system providers, advertising interconnects, broadcast and cable television networks and programmers, and leading consumer product advertisers, advertising agencies, and media buyers.

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