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Publicis Group’s Starcom MediaVest Group (SMG) and Comcast Spotlight, the advertising sales division of Comcast Cable, disclosed some key findings from their most recent market trial of addressable advertising technology, completed in Baltimore in 2009.
The trial used technology from Invidi to deliver different ads within the same commercial breaks on selected cable networks to different household groupings, based on segmentation data provided by data-management firm Experian.
The addressable TV ads reduced ad skipping by almost a third (32 percent) compared to homes that didn’t receive the targeted spots during the trial, the trial participants said.
Five advertisers participated in the trial, two of whom were identified: Walmart and Walgreen’s.
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