Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

The Next Giant Leap in Ad Watching

Another way to encourage consumers to watch ads is coming on strong over the next few years through major efforts by the cable giants to direct targeted TV ads to each household. At one level this is the simple application of massive data processing power specifically applied to analyze program viewing habits at the household level. The data originates through the cable box and allows advertisers to cash in on targeting messages on specific shows that are being watched. Telling viewers the ads are just for them should boost interest—especially since special deals can be offered for each household based on what they are watching, taking into account other data the cable companies can acquire on the occupants ...