We wrote about the interactive TV company Visible World in our book, Digital Destiny. Backed by Comcast, Time Warner & WPP, Visible World is know for its “IntelliSpot” technology designed to create precisely targeted “customized” TV commercials (based on the information they know about you, even in your household. Among the targeting parameters used by IntelliSpot’s broadband service include zip code, content classification, time of day/day of week, demographics, & same user viewer number. There is also “advanced targeting” They use “unique” URL’s and “beacons” to measure the impact of the ad ). Now, Visible World has teamed with Doubleclick, in a move which should be viewed in the context of a Google takeover. Here’s the new service described in yesterday’s release:
“The combination of intelliSpot(R) and DoubleClick Rich Media and Video, is designed to provide advertisers with the ability to easily create and monitor hundreds or thousands of versions of their video creative messages and dynamically deliver the exact optimized message to each Web browser across hundreds of Web sites. For example, an automotive dealer group could feature the pictures and addresses of their local dealers within the video seen by end users within a specific geographical area.
“Working with Visible World, we’re able to incorporate some of the best practices from the television world online. By combining the engaging nature of customized video with the advantages of online advertising, our clients are well positioned to enable a whole new era of advertising effectiveness,” said Ari Paparo, vice president of rich media at DoubleClick.”
In what should raise privacy and competition concerns, read how Clickz describes it (excerpt):
“Pairing a history of geographically-targeted ads with an expertise in rich media ad delivery and reporting, DoubleClick and Visible World will combine their platforms to deliver highly-targeted online video advertising to their clients.
The deal links DoubleClick’s DART ad management platform and rich media and video technology with Visible World’s intelliSpot system, which has primarily been used to advertise on cable channels. Users of the premium service will be able to create online video and rich media campaigns managed through the DART system, yet be altered by the intelliSpot technology based on the viewer’s geographic location, to provide specialized content.
“We delivery the granular targeting of the creative message of Visible World through the DoubleClick network, but it simplifies the ad trafficking solution by saying here is a simple DART tag and behind it can be thousands of creative solutions,” said Andy Sheldon, vice president of broadband and wireless at Visible World…As a combined service, DoubleClick and Visible World will have access to one another’s client base, and both company’s logos will be attached to the technology, but campaigns will be managed through the DoubleClick system.”
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