Brian Steinberg Senior TV EditorMadison Avenue is getting closer to realizing its dream of using TV advertising to talk to viewers in a style more akin to a one-to-one conversationThe future of the humble TV ad has long been described as the following: New data and interactive technology will trim the practice of throwing a diaper ad or a car spot at every single member of the audience.
Instead, more marketers will use addressable technology that allows them to beam different ads to different household, all in the same “slot” in a commercial break.Horizon, the independent media-investment company, will help deploy addressable ads in national linear inventory on networks owned by A+E Networks and Fox Corp.
that appear in households that subscribe to Dish, SlingTV and DirecTV and on other networks and distribution systems. Horizon is working with Adcuratio, an ad-tech company that helps create the addressable modules and has already started work with ViacomCBS.
AMC Networks last year said it had worked with Omnicom Media Group and Volkswagen to run addressable campaigns on its flagship cable network during national commercial time, The technology allows advertisers to run multiple versions of a commercial in the same unit of purchased inventory.
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