Starcom Mediavest Group and Comcast Spotlight Announce Addressable Advertising Trial Results
Results from Baltimore-area trial show addressable ads are 65% more efficient and 32% more effective
CHICAGO and NEW YORK, Feb 15 , 2010 – Starcom MediaVest Group (SMG) and Comcast Spotlight, the advertising sales division of Comcast Cable, announced today the findings of their second market trial of addressable advertising technology, completed in Baltimore, MD, in 2009.
The household addressability trial improved ad relevance by delivering different ads within the same commercial break on selected cable networks to different household groupings, based on non-personally identifiable demographics and aligned with advertiser segments. The trial used Invidi’s Advatar™ addressable technology and reached approximately 60,000 households, with SMG serving as the media partner throughout. Underscoring its commitment to informing consumers and giving them choice and control, Comcast notified all consumers in the trial area in advance and offered multiple ways to opt out, including mailing a form in a self-addressed, stamped envelope; calling a dedicated, toll-free hotline; or completing an online form.
Analysis of the anonymous set-top box data from the Baltimore trial demonstrated that viewers who saw ads directed to households within a particular group were less likely to change channels. Overall, homes receiving addressable advertising tuned away 32% less of the time than homes that received non-addressed advertising. The trial also demonstrated a 65% greater efficiency from sending ads only to relevant groupings that the advertiser wanted to reach, based on the per-spot costs of addressable and non-addressable ads.
The Baltimore trial was the second test of household addressability conducted by Comcast Spotlight and SMG. A technical trial involving approximately 8,000 households was conducted in Huntsville, AL, from 2006-2008, and was supported by OpenTV’s SpotOn™ addressable solution. Between the two trials, Comcast Spotlight and SMG successfully delivered thousands of addressable ads across participating cable networks. Comcast Spotlight also worked with Experian® Marketing Services and Kantar Media, formerly TNS Media Research, in connection with the trial. Major marketers participating in the initiative included Walgreen’s and Walmart.
"Our partnership with Comcast Spotlight over the past three years has proven to be invaluable as we seek to shape and advance the future of TV advertising to be more accountable and measurable,” said Tracey Scheppach, SVP, Innovations Director at SMGX, a unit of Starcom MediaVest Group. "The more experience we gain with addressable advertising, the more excited we are regarding its potential to transform TV.” John Muszynski, Chief Investment Officer, SMGX adds, “At SMGX, we are committed to understanding the future television landscape, and developing new solutions for a new era of measurement and accountability. This is a bold and exciting step towards this future, and we are committed to driving more and more innovations in this space with our partners, on behalf of our clients.”
Added Andrew Ward, Vice President of Strategic Initiatives for Comcast Spotlight, "We’re looking forward to continuing our collaboration with SMG as part of our commitment to delivering accountability, interactivity and addressability for advertisers. Our trials showed great promise in the areas of effectiveness and efficiency, and we believe addressability will be an important part of the shift from one-to-many marketing towards a one-to-few model.”
“Across the board, we – like all marketers – have increasingly demanded more accountability in our marketing efforts. In a world with increased digital resources, converging technologies and greater need for fine-tuned consumer focus, there is no reason not to demand this accountability from TV advertising,” said Christine Kubisztal, Manager, Media Services, at Walgreens. “We believe that this effort by Comcast in partnership with Starcom MediaVest Group is a momentous step towards the future.”
"Walmart remains committed to challenging the marketplace to improve our ability to deliver the right message at the right time and place to our shoppers,” says Rex Conklin, Senior Director of Media at Walmart. “Our addressability work with the Comcast and SMG trials today will result in more effective and efficient advertising tomorrow."
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About Starcom MediaVest Group
Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of highly specialized consumer contact companies. SMG's global organization includes strategic marketing communication architects who are highly specialized in media management, response media, and digital communications, as well as multicultural, entertainment, gaming, sports, sponsorship, event marketing and media. With nearly 6,000 employees in 110 offices worldwide, SMG delivers brand building results for many of the world's leading companies including P&G, The Coca-Cola Company, Telefonica, Samsung, Walgreen’s and Walmart.
It is part of Paris-based Publicis Groupe S.A. (www.publicisgroupe.com).
About Comcast Spotlight
Comcast Spotlight, the advertising sales division of Comcast Cable, helps put the power of cable to use for local, regional and national advertisers. It is focused on providing multi-platform marketing solutions to reach audiences most effectively and efficiently. Headquartered in New York with offices throughout the country, Comcast Spotlight has a presence in nearly 90 markets with approximately 30 million owned and represented subscribers. Comcast Spotlight is a trademark of Comcast Cable. For more information, visit www.comcastspotlight.com.
About INVIDI Technologies Corporation
Founded in 2000, INVIDI Technologies Corporation is the world’s leading targeted media solutions company. Our vision and expertise in building smart advertising systems creates substantial monetary value for the cable, satellite and advertising industries. Today, INVIDI provides cable and satellite operators the opportunity to optimize advertising revenue by positioning themselves as the most comprehensive source of targeted advertising. Tomorrow our innovations in content delivery solutions and intellectual property development in targeted demographic media will be the foundation for our platform expansion and migration to Wireless, the Internet and beyond. Digital technology has revolutionized media and INVIDI is making targeted advertising, more effective and more relevant than ever before.
About Experian
Experian is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2009, was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.
About Kantar Media
Established in more than in 50 countries, Kantar Media enables exploration of multimedia momentum through analysis of print, radio, TV, internet, social media, and outdoors worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences and TGI & Custom. Combining the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insights to more than 22,000 customers around the world. (www.KantarMediaNA.com).
Contacts:
Chris Ellis, Comcast Spotlight
215-286-7771
chris_ellis@comcast.com
Jill Kelly, Starcom Media Vest Group
212-464-3828
jill.kelly@smvgroup.com
