Thirty thousand homes with digital set-top boxes in Aurora, Colorado are guinea pigs for cable operator AT&T Broadband in what it calls “addressable advertising”.
The test – due to last 26 weeks starting in the fall – allows advertisers to target individual households, ZIP codes or other boundaries of choice.
Marketers, revealed Marc Favaro (AT&T Broadband’s vp–national ad sales), will be able to purchase 30-second blocks during programming and then simultaneously broadcast different ads into different homes based on their inhabitants.
Following the trial-run, any extension of the program depends on the success of the technology and the opinion of consumers – “It all will be determined by what the customers think,” stated Favaro.
AT&T is currently negotiating with various advertisers about involvement in the trial, and with four cable networks about allowing the switchable ad windows into their programming.
News source: Advertising Age - Daily Deadline