The Globe and Mail reports in its Saturday edition that while TV is generally seen as a
mass medium, a blanket way to get exposure for their products, TV broadcasters are now telling advertisers
that they are working hard to target their commercials
to reach the right people. The Globe's Susan Krashinsky writes that this is known as "addressable"
TV, and in its ideal form, it means that people watching the same
TV show on different TV sets will not necessarily see the
same ads during the commercial
break. The pipes that actually bring programs
to your TV screen are not
generally set up for this complex
"ad insertion," though some newer
systems are. Ad buyers and
the marketers they work for are
eagerly awaiting a change.
BCE has the Bell Fibe product,
an Internet protocol system that could allow for targeted ads.
"There are some nuances of the
Fibe system that haven't allowed
us to integrate that ... but it's very
much on our road map," said Bell vice-president Kristie Painting.
For roughly a year, Bell Media
has done more targeted ads in its
shows through a partnership with
Rogers Communications, but only when they appear on the video-on-demand service on Rogers set-top boxes.
© 2024 Canjex Publishing Ltd. All rights reserved.