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Joint Venture Brings Targeted Ads to Any TV Connected to Set-Top

12 Jun, 2013 By: Doug McPherson

NEW YORK and DULLES, Va. – Targeted TV advertising developer Visible World announced last week it’s partnering with interactive cable TV technology provider FourthWall Media to offer addressable TV advertising that can reach every TV connected to a set-top device.

Visible World said it would use FourthWall’s enhanced binary interchange format (EBIF) technology to deliver addressable TV ads. EBIF is a cable TV industry standard for organizing content in a way similar to serving Web pages, and allows a range of interactive TV applications, including ads addressed to specific set-top devices.

FourthWall says its EBIF runs at least three of the major set-top hardware manufacturers – Motorola, Cisco and Pace – and is currently deployed in “millions of homes” through various cable operators. FourthWall distributes through Comcast, Time Warner Cable, Charter Communications, Bright House Networks, Rovi, Motorola Mobility, Dish Network, and several smaller operators.

“Visible World can turn on addressable advertising for the operators running the extended FourthWall platform,” the companies said.

Seth Haberman, CEO of Visible World, described addressable TV advertising as “the single biggest opportunity awaiting the television advertising industry.” Citing a recent Visible World 18-month study of 144 cable operator marketing campaigns, he noted, “We found that ads that targeted their message to the right subscribers got a 70-percent better conversion rate than their overall campaign results."

Bill Feininger, general manager and senior vice president at FourthWall, says the platform technology and set top box viewing data are “critical for marketers to better reach their customers with the right message at the right time."

He added that during the past presidential campaign, FourthWall used its MassiveData TV panel to anonymously identify what programming certain voting segments were watching, and that allowed the candidate's message to be tailored and targeted to the right voters and programs. “It worked,” Feininger said. “When you make television actionable like the Internet through advanced services, viewer data and dynamic segmentation, you have a far more effective tool for any kind of marketing from a presidential campaign to selling additional cable services to existing customers."

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