One to One Television Advertising
by Rick Smith (February 4, 2001)
Television is a broadcast medium and the commercials that pay for it are bound by the same rules -- everyone gets the same thing, at the same time. Digital ADCO (ACTV subsidiary) has now changed this for the digital age by creating their SpotOn One to One Television Advertising software technology. Commercials can be specifically targeted to the demographics of each individual viewer and viewers can choose commercials that are of interest to them.
This SpotOn technology gets the specific commercial to the specific cable box, making TV advertising more meaningful and useful to the viewer. These commercials are full motion and full screen, like other cable content and unlike the other targeted interactive advertisement, the banner ad, these commercials have much greater effectiveness.
Key features include:
ability to insert system level advertising into digital channels
reporting capability when each spot was shown in each home
airing a spot in the appropriate language for each home
empowering consumers to get additional information (video, audio or data) about the advertised product during commercial breaks
ability to remember viewer’s earlier choices and send further commercials that contain additional information
ACTV recently announced a technology partnership with Qpass (read Qpass article). Using the SpotOn technology, consumers watch commercials that are relevant to their lifestyle. The Qpass technology adds the ability for the viewer to take action easily, including immediate purchasing of the product. This certainly is a 21st century revitalization of the standard broadcast commercial, which has been with us since the 1940’s.
© 2006 Rick Smith All rights reserved.