Now that we all have the option to record the programs we watch on T.V. service providers are working on a way to even more personalize the advertisements we see during programing. Direct TV, Comcast, and Charter are just a few providers who have launched what they call "addressable ads" which allow a company to send commercial directed to a particular household, instead of using the potential age of viewers expected to be watching specific programs.
These targeted ads are made possible by the gathering, repacking and trading of personal data. This Data is collected through the set-top boxes. Service providers are capable of retrieving information on programs watched, and the time of day when watched most often. Test confuted have shown viewers turn the channel 32% less in areas where the "Addressable Ads" are being used.
By sung "addressable Ads" companies, and service providers are capable keeping viewers from flipping channels. Using this technology is more expensive than running traditional ads, but its expected by next year "addressable ads" will total around $11.5 million http://online.wsj.com/news/articles/SB10001424052748704226504576029871779927478?mg=reno64-wsj&url=http%3A%2F%2Fonline.wsj.com%2Farticle%2FSB10001424052748704226504576029871779927478.html%253Fmod%253De2tw
That's pretty amazing what they can do with technology. It's almost scary in a way that companies can 'reach in,' see what you are watching and then tailor the commercials to an individual's viewing habits.
ReplyDeleteEither way it's still pretty amazing.
Thanks for sharing.
Eric