Advertising

Procter & Gamble to Use Augmented Reality to Make Print Advertising Interactive

Procter & Gamble has revealed plans to use augmented reality technology to make print ads for its Always Infinity brand of feminine pads interactive. What appears to be a prototype of the new ads (unless P&G has significantly scaled back its stated technological ambitions for the campaign--see the quote from the company below; [itvt] was unable to reach P&G to resolve the issue before we went to press) is available as a .PDF file at...

Visible World, Google TV Ads in Targeted Advertising Partnership

New York-based targeted advertising specialist, Visible World (backers include Comcast Interactive Capital, Time Warner, Viacom and WPP) and Google TV Ads (offers an automated, auction-based system for buying advertising) announced Tuesday that they have formed a "working relationship" to deliver advanced TV advertising solutions. According to the companies, advertisers using the Google TV Ads platform (note: those advertisers include Priceline, Lenovo, Buy.com and Jenny Craig) will now be able to dynamically customize and target their...

Cox, Turner Announce Results of VOD Ad Exposure Trial Involving Cox's MyPrimetime Service

--Preserve Watermark for Nielsen C+3 Ratings, Claim 80%+ of Viewers OK with FF-Disabled VOD
Cox Communications , the US's third-largest cable MSO, and Time Warner-owned programming giant, Turner Broadcasting System , announced Wednesday that they had successfully measured advertising exposure in VOD content located within Cox's MyPrimetime On Demand service . In a trial effort, the companies say, Turner confirmed that timeshifted VOD viewing of its programs could be counted toward Nielsen C+3 ratings, a key industry measure that is designed to indicate how many viewers are exposed to...

Cyprus-Based Telco, PrimeTel, Launches Interactive TV Advertising on its PrimeTV Platform

--Capability Based on Twister Platform, Co-Developed with Thunderworx
Cyprus-based telco, PrimeTel , announced last week that it has launched red-button interactive advertising functionality on its IPTV platform, PrimeTV. The service, which the company bills as enabling "advertising elements to be seamlessly integrated into [the] user interface," allows viewers to use their remotes to navigate a menu that allows them to, for example, access additional information on an advertised product, view product-related photos and video clips, locate the nearest store or showroom, request brochures...

New Interactive TV Company, Intertainment Broadcasting Corporation, Launches

An Irvine, Calif.-based interactive TV start-up called Intertainment Broadcasting Corporation (IBC) announced its existence via a press release, Wednesday, in which it stated that it plans to "deliver live and interactive programming via TV and Internet, nationwide, through [a] partnership with a leading cable and satellite company in the US, beginning September, 2009." The company says it has filed two preliminary patents, "including...technology to allow viewers to immediately purchase gift cards in real time. The...

BrightLine iTV Names Meg Meurer Brossy SVP of Business Development

Interactive TV advertising company, BrightLine iTV Marketing Specialists (note: for an in-depth overview of the company and the space in which it operates, see the interview with its founder and CEO, Jacqueline Corbelli, that was published on itvt.com, May 26th), announced Monday that it has appointed Meg Meurer Brossy as SVP of business development. According to BrightLine, Brossy--who will be based in the company's New York City headquarters--has 27 years of experience in such areas...

CableLabs Unveils Stewardship and Fulfillment Interfaces (SaFI) for Canoe

--Interfaces Are Key Component of US Cable Industry's Plans for Unified Advanced Advertising Platform
US cable-industry research, development and standardization organization, CableLabs , announced Wednesday the release of a new set of specifications, called the Stewardship and Fulfillment Interfaces (SaFI), which it says were created to further the development of advanced cable advertising and other interactive products, and which will be a key part of Project Canoe , the US cable-industry's initiative to create a national, cross-operator, unified platform for interactive and addressable advertising. According to the organization, the...

Microsoft, Publicis in Broad Agreement to Collaborate on Advanced Advertising

--Agreement Will See Publicis Using the Admira Platform of Microsoft-Subsidiary, Navic
Microsoft and advertising/communications giant, Publicis Groupe , last week announced a broad agreement to cooperate closely on three advertising-related "core objectives" that they say have been "enabled by the emergence of the digital media world." The "core objectives" center on content, performance and audience respectively. According to the companies, their collaboration on content will see them focusing on "the creation, production and distribution of programming, across the wide array of capabilities, tools and services on...

Orduna: Canoe Ventures to Publish Interactive TV Ad Template and Interfaces Later This Summer

Canoe Ventures --the company that is tasked with implementing Project Canoe, the US cable industry's initiative to create a national unified platform for interactive and addressable advertising (it is backed by Comcast, Time Warner Cable, Cox, Charter, Cablevision and Bright House)--will later this summer publish a "template" to support an EBIF-based interactive TV advertising campaign that is slated to begin in the fourth quarter, Canoe Ventures CTO, Arthur Orduna , announced at Light Reading's Cable...

OpenTV, RGB Partner to Enable Standards-Based Real-Time Localization of Ads via Digital Overlays

--Arris Appoints OpenTV Vice Chairman, Jim Chiddix, to its Board of Directors
Interactive TV and advanced advertising technology provider, OpenTV , and network video processing specialist, RGB Networks , announced Monday that they have developed a demonstration that shows how cable operators can use a combination of the companies' standards-based advertising-related products to generate new revenues from their video-on-demand and linear programming. The companies' joint solution is comprised of RGB's Broadcast Network Processor (BNP) and OpenTV's campaign-management platform. According to the companies, it allows operators to digitally...

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