The effectiveness of television advertising has been placed under scrutiny lately as clients demand their agencies deliver more concrete results in order to help justify advertising budgets. Over the years, the television viewing audience has become more fragmented; there are over 500 cable channels and more than 30 million households have DVRs with the ability to skip advertisements. Clients want to make sure that the consumers they want to reach are actually watching the ads they paid to place. This week, a number of cable companies joined together to announce plans to launch a new interactive television advertising platform. The new platform, referred to as “addressable” advertising, allows advertisers new and exciting targeting opportunities while producing more measureable results.
