Cable Firms Join Hands To Offer Targeted Advertising

Executives belonging to six major cable companies have been meeting regularly with the intention of providing national advertisers with innovative ways of targeting their customers. “Project Canoe” has been discussing for the past six months ways to get the right advertising reach the right person. They are planning to do this by investing a sum of $150 million into a national advertising platform that will let them simplify all their local advertising efforts. Cable executives are hoping to see revenue rise from $5 billion to $15 billion per year as a result of their efforts.

On-demand and DVR technology are the main obstacles for cable networks to take part in the targeted ad game. But it has the advantage of offering interactive features to its viewers. This new advertising platform would have an option where viewers can request for detailed information about any product.

The cable companies were not considering creating a different company for this new platform; but media buyers from GM and Proctor & Gamble coaxed them to do so. Now, they are at a loss whether they should find a CEO from within the cable or look into the advertising industries.

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