The cable TV industry’s interactive advertising consortium called Project Canoe is steadily moving ahead with plans that will harness more cable viewer data for profiling and targeting. Here’s some excerpts from a Hewlett-Packard blog:
â€œâ€¦Canoeâ€™s first national go-to-market product is called Creative Versioning Platform which marries the cable industryâ€™s ad zones with demographic databases, and this will offer national advertisers more targeted, relevant and effective advertising with commercials that run simultaneously across the national market with different messages and tagsâ€¦
So who might this impactâ€¦ How about consumer banking? Although there is a major consolidation in recent weeks with consumer banks, they still have specific audiences they are trying to target with their diverse banking products. Imagine Bank of Americaâ€™s Private Wealth Management group only targeting household income over $150k with one specific message and another message for free checking account for households less than $75k. Or how about Purina dog food for only dog owners? Did you know that 40% of all U.S. TV households own a dog? The opportunities are endless.
Data â€“ will be a major emphasis in Canoeâ€™s charterâ€¦In the very near future, Canoe will have the ability to measure and monitor viewing via their set top boxes, second by second data by each box. Look familiar? Thatâ€™s right, the Internet! These boxes will have in-dept and granular data for programmers and advertisers alikeâ€¦Request for Information (RFI) â€“ another basic feature with high potentialâ€¦Pretty powerful stuff â€“ high level of trackingâ€¦
T-Commerceâ€¦What could be better â€“ you buy it during your favorite show, have it billed to your cable bill, have it shipped to your house (as the cable co. has your address) and you pay for it at the end of the month.
So who might this impactâ€¦.How about credit card companies to begin with! And if the cable company offered to finance the purchases, they could create their own finance companies â€“ similar to auto dealers. Thatâ€™s called â€œextra income.â€
source: The Changing Face of Media. Oct 6, 2008.