With the advent of new technologies like TiVo and DVR you probably feel like you have finally escaped those annoying advertisements that disrupt your television viewing experience...
Not so fast... Advertisers are responding to these scenarios and are getting smarter in the process. Marketers, media buyers, and network executives are anxiously awaiting the emergence of addressable advertising, a new form of technology that will enable them to target TV ads by household. For example, a 17-year-old teen will see different ads during their viewing experience than a 55-year-old Baby Boomer.
Watch out for an initiative called Project Canoe, a fast-growing momentum to bring addressable advertising to the marketplace... All we are hearing is that this technology will come sooner than later... possibly very soon. Testing for this advertising technology will begin in the marketplace in Q3 2008.
In the end, cable operators will b able to pinpoint ideal target audiences and inform advertisers whether their sports are effectively targeting the end user/viewer.
Source: Adweek (5.5.2008)