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Based
on a company's inventory level, demographics that the program
targets, time of day or any other condition, Visible Worlds
technology equipped ads can be changed up to seven seconds
before they are aired.
Visible
Worlds president Tara Walpert used an example of an airline
company switching their commercial message because a certain
route has been sold out. The company can also tailor commercials
to live events or the scripts of a show.
Claiming
that her company represents a fundamental shift in TV advertising,
Walpert said, "It takes all of the flexibility and customization
and targeting that is attracting advertisers to online and
bringing it to television."
MTV Networks CEO and chairman Judy McGrath said, "Our
goal is to fundamentally change the way our viewers experience
advertising by giving them an innovative experience. Our partnership
with Visible World gives us the leading edge."
Visible
World will act as a middleman between the advertising agencies
and the networks. On receiving relevant content for the commercials,
it turns it into what is called an 'intellispot,' which the
network can tailor accordingly to any number of conditions.
According
to Walpert, News Corp.'s Fox Broadcasting uses Visible World
techonolgy on its network and Turner Broadcasting is testing
it out at the local level as well, but MTV is the first network
of channels to fully embrace it.
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