Analysis: "Cable's answer to online's ad success: targeting"
April 8, 2009
“Cable’s answer to online’s ad success: targeting” via Yahoo! Tech.
By the end of the year, Canoe will start rolling out ads that let consumers request information, such as the hypothetical one for the Mustang, industry executives said. Cable operators involved are Comcast Corp., Cox Communications Inc., Time Warner Cable Inc., Charter Communications Inc., Cablevision Systems Corp. and Bright House Networks.
Initially, over the next two months, they’ll tailor ads by demographic profile of a community, such as age and income. So households in a youth-oriented neighborhood might get pitches for concerts, while those in higher-income areas might get exotic travel ads. Previously, cable could only target an entire metropolitan area or town.
Ultimately, cable will target down to the ZIP code and individual household, although when that will happen isn’t clear.
Mini what it means: this article discusses the ability for cable networks to target advertising locally and by socio-demographics. Interestingly enough, all the examples given in the article are either national advertisers with a local flavor or based on socio-demographics. No mention of the local advertiser.