THIS MONTH, CARTT.CA INVESTIGATES, a brand new newsletter from Cartt.ca, is analyzing the myriad changes underway in television advertising. In the series’ first story, we found the appetite for new ways to reach consumers via the TV platform is growing rapidly.
This week, we dove into the actual work being done here – and elsewhere – on making advertising on television provide a far better return on investment.
THIS FALL, ADDRESSABLE TV advertising solutions provider Invidi is running a Canadian trial, along with Cogeco Cable and independent broadcaster CHCH. Capital Networks will manage the ad-insertion operation into Invidi’s Advatar system.
What Invidi does is build an inference engine that accumulates evidence about the viewing experience of TV consumers similar to information that Nielsen in the U.S. and BBM in Canada provide. “That system is good but not used to the fullest because it’s not being used on a real-time basis,” says Downey. “Our system uses the same info but based on capturing what you watch on a real-time basis and higher probability that at this time the viewer is a female and the age range,” for example.
“It’s a lean-back experience,” says Downey. “From the technology side, there’s not much to do except decide to do it.”
For the full story, found on Cartt.ca INVESTIGATES, please click here.
