Posts tagged with Star Com Media Vest

Starcom MediaVest bets $20 million on addressable ads in 2011

Child watching TVWill 2011 be the year addressable television advertising – commercials targeted to specific homes – finally takes off? The answer is yes if you ask DirecTV and Starcom MediaVest. Starcom has committed to spend up to $20 million of its clients' budgets on addressable ads sold through DirecTV next year. 

Forget the fact that Canoe Ventures, the much-hyped addressable ad platform launched by the big cable companies, is … well, dead in the water. A satellite provider may wind up delivering the most precisely-targeted TV ads for brands like P&G and Coke next year. 

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Television networks light a fire under Nielsen with new measurement system

Television networks always want a clearer picture of American consumers — when they're watching television, where they are online and what they care about. The Nielsen Company, long the arbiter of television audience ratings, has started tracking viewership online, but the networks are dissatisfied with the company's methods for TV and aren't convinced that Nielsen will be able to track audience numbers elsewhere. They're ready to go it alone. 

As of this week, the major networks, together with some large advertisers and media agencies, are announcing plans to create their own measurement system.

Will that work? Probably not. But it can't hurt.

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