Cable Show 2009: Addressable ads make cable direct marketers

WASHINGTON, D.C. – Maybe cable companies won’t rob broadcasters of any revenue after all with the addressable advertising they are about to launch. Maybe they will actually grow the ad pie coming to TV from another avenue: direct mail. Direct mail has long been seen as a viable addressable marketing option as local or national retailers target certain demos, based on postal codes (zip codes down here) and drop colourful, ugly flyers on the doorsteps – even if you have a “no flyers please” sign on your house. Most of this ends up in the blue bin, of course, noted...