Targeted advertising coming to a commercial break near you

by Darren Murph, posted Dec 22nd 2006 at 9:50AM

Although Microsoft has patented an advertising "gotcha" to insert fresh plugs into previously recorded shows, Visible World and OpenTV are taking targeted advertising to a whole new level. While the systems have been trialed for some time now, Visible World's variable ad system will hit the mainstream when Wendy's commercials on Fox Sports' NFL broadcasts feature raccoons that seemingly know what just happened on the field. The 'coons will bust out comments about how boring the scoreless match is, how crazy that touchdown pass was, or how miserable that shirtless guy in the front row must be in the below-freezing weather. Eventually, both firms hope to focus ads right down to individual households, claiming that "dog-related advertisements" would show up primarily in dog-owning households, and that Ford commercials could be specifically shown to compete with local / regional competition in a given area. Still, for those programs that we can stand to watch later, we doubt a slightly clever advertisement will keep our fingers off the FF button, but at least this stuff makes those live broadcasts a bit less painstaking.

Filed under: Home Entertainment

Tags: ad, advertise, advertisement, advertiser, commercial, media, nfl, opentv, targeted advertising, TargetedAdvertising, television, tv, Visible World, VisibleWorld

Reader Comments (Page 1 of 1)

Neutral

Evan @ Dec 22nd 2006 10:40AM

Regarding those Wendy's raccoons, the CG industry has mastered rendering furry animals. If only we can find a way to render CG humans that don't look like zombies.

Neutral

NHAnimator @ Dec 22nd 2006 11:39AM

Yeah. The Polar Express was a little eerie to watch.

Neutral

citykids @ Dec 22nd 2006 10:53AM

Makes me wonder what comments those raccoons would direct at somebody who consumes a large amount of *porn.

Neutral

Ray-- @ Dec 22nd 2006 11:23AM

anything to stop seeing commercials about feminine hygene.

Neutral

Doug @ Dec 22nd 2006 1:36PM

Sounds like Subservient Chicken to me.

Neutral

JRA219psu @ Dec 22nd 2006 3:38PM

I'm moving a little slow tonight I had a hot pocket for dinner.

Raccoon1: And now for those of you who want to eat healthy we have the new Lean Pocket!
Raccoon2: Yea they are for those of you who want to watch your weight and still have diarrhea!
Raccoon 3: HOOOOOOT POCKET!!!!!!!!!!!

Neutral

Jon Graft @ Dec 23rd 2006 9:50PM

I know that this is kind of old, but I am watching the KC vs. OAK right now on the NFL channel (in Comcast HD thank you very much!) and it is sponsored by Wendys but I never saw this type of advertisement implemented...I was looking forward to seeing it! :'-(

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