Addressable ads increase relevance, tune-in, trial finds

BALTIMORE - Homes receiving addressable advertising tuned away 32% less of the time than homes that receiving non-addressable advertising, according to a report in Broadcasting and Cable.The story examines the results of the second Starcom MediaVest and Comcast Spotlight addressable advertising trial in Baltimore, which gathered anonymous set-top box data from 60,000 households using Invidi's Advatar technology.Click here to read the full report.