Interviews with Digital Media Thought Leaders
Addressable Advertising for Television
Podcast Audio | Posted by Phil Leigh on June 9, 2009
Seth Haberman, CEO, Visible World
If you would like to learn about addressable television advertising, this interview is for you.
Our guest today is Seth Haberman who is the Founder of Visible World. His company is a leading provider of targeted television advertising. It offers a software platform, termed intelliSpot, that enables advertisers, agencies, and media companies to target, customize and change messages to address diverse audiences, programming, and business situations. Investors include Comcast, Time Warner, Viacom, WPP, and AllianceBernstein, among others.
Visible World has provided addressable advertising for television since 2004. To an important extent, the capability of its intelliSpot platform to is dependent upon the pace at which cable operators roll-out addressable infrastructure. Until the formation of Canoe Venture a year or so ago, this was largely dependent upon the policies of individual systems. Canoe Ventures is an initiative that is backed by all the major CATV operators. Its mission is to roll-out addressable standards for the entire industry thereby avoiding a Balkanization of formats among the various systems.
In our analysis, Canoe and Visible World will be challenged by the rise of Internet Video. As TV shows migrate to the Net advertisers will find that technical standards on the Net are already established. This will enable innovators to try a number of different addressable options thereby enabling them to more quickly identify those that will work. In contrast, Canoe will have to roll-out standards via fiat and test formats that are agreed upon by venture members in advance. Thus, we conclude that addressable video advertising is likely to first become successful on the Net.
As noted in our Third Generation Television research report released in February we believe that video will inexorably move to the Internet. Furthermore, consumers will exhibit a decided preference for free viewing from ad-supported websites and podcasts. We are currently preparing a research report entitled “Future Developments in Video Advertising” that examines how video will be used for advertising and promotion in the years ahead.
To learn more about our earlier Third Generation Television report click here where you can purchase a copy or download a free Prospectus.
Categories: Podcast Audio
Tags: advertising, Future-of-Television, Internet-Advertising, online-advertising, Phil-Leigh, Seth Haberman, television, Television-Advertising, Visible World
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