MTV and Visibile World's On-the-Quick Spots

A pretty incredible announcement for the world of advertising this week, as reported by AdAge: the MTV Networks (including the half-dozen popular networks therein) have teamed up with the company Visible World, which, in doing so, will allow their advertisers to update their campaigns in real time. So, to paraphrase the example AdAge uses, if Beyonce takes home a win for something at the MTV Music Awards, during the next commercial break, the first spot for Subaru might read “Congratulations Beyonce on your big win!” It’s something that’s been in the works for a little while, with ads for Wendy’s running with the system during last year’s NFL playoffs, which included numerous animated spots that would react to what had happened in the game before the commercial break, but it’s the first big major network to sign on with the service to be used on a regular basis.