Visible World - Segmentation Comes to TV Commercials
It's the revenge of the database marketing nerds; "All marketing will be database marketing"
http://www.visibleworld.com
- Articles to reference:
- InformITV
- Forbes
- TMCNet Listing of Related Articles
- Business Week
- Dima Group consultancy
- Forrester Research
Summary: Visible World's ad delivery system can be used to enhance both broadcast and cable commercials, but it has the most to offer in a cable environment. There it reaches approximately 28 million cable households — by far the most of any new TV ad system. The primary advertising benefits of Visible World are its ability to dynamically update, customize, and target ads. On the downside, the system isn't currently used in conjunction with cable network inventory, and it requires some changes to the creative process. Auto, retail, and packaged goods firms have the most to gain from the system as it is currently available. If the household-level targeting version of Visible World wins deployment, database marketers in industries like financial services will come calling.
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