FutureToolAddressable Spot Cable TV Advertisingby Paul J. Gough The ability to target TV ads has moved from a shotgun to a rifle and finally to a laser beam approach with the promise of addressable TV advertising for the spot cable market. A deal signed last December now allows spot cable rep firm National Cable Communications to test technology from Visible World and SeaChange International. The technology gives advertisers the ability to put together different versions of commercials and deliver them to customers in different geographic zones using cable TV availability. The manufacturers say …
Why eBay Works and Amazon Doesn't
How a few crucial fixes can make for stronger magazines and, in turn, easier picks for print buyers.
No longer the small, independent media buying firm, 2002 proved it could compete against anyone.
Cross-MediaViacom Leverages Assetsby Frank Saxe, firstname.lastname@example.org Cross-media deals — even huge cross-media deals — are here to stay, at least according to Viacom’s new executive in charge of cross-media. “At Viacom, it’s now not a matter of if cross-platform, it’s a question of when,” says Lisa McCarthy, senior VP of Viacom Plus. Indeed, Viacom has spent billions of dollars in the past five years building a multimedia giant, capped by its June 2000 purchase of CBS, Inc. Today, it bills roughly $1 billion in cross-media sales, stretching from its TV and cable assets to outdoor and …
When Good Celebrities Go Bad
Two-thirds of America will be watching the premiere TV event of the year — should your ad be there?
Online reach and frequency — important, yet still so complicated.
FutureToolGist Communications and Etronicaby Paul J. Gough A partnership between two technology firms may lead to improved set-top boxes and a new tool for advertising. Gist Communications and Etronica recently announced the deal, which would allow viewers to find specific programs on related subjects. Electronic program guides are nothing new. They’ve been available on cable for a while, often with an infomercial playing in a small window somewhere in the screen. They’re also a staple in satellite TV. In the years since the Internet gained popularity, they found their way into websites where …
The Internet is finally finding widespread use among advertisers, not as an ad medium — yet — but as a market research tool.