07.01.2004 12:00 PM
Originally featured on BroadcastEngineering.com
The Weather Channel rolls out new ad targeting technology

The Weather Channel unveiled a new ad-targeting technology June 28 that allows clients to customize ad messages either according to time, place or relevance of weather.

The new advertising approach - deemed contextual copy-splitting - delivers ads to the most relevant audience through copy split by either state, DMA, time of day/time zone or weather conditions.

Contextual copy-splitting allows each advertiser to adapt the copy-split feature to meet its particular business needs.

Advertisers participating in the initial product beta-testing phase have reported good results. The product will be available in the second half of 2004.

The Weather Channel developed the copy-splitting technology in-house. It calls the enabling technology for copy-splitting IntelliStar, a localization technology with the ability to provide back-channel reports to verify what ran for the day.

The network is on target to have 1700 IntelliStar devices in cable system head-ends by the end of the summer. When the first implementation phase is complete, more than 70 percent of the 87 million cable households reached by The Weather Channel will see IntelliStar.

Back to the top

Post New Comment
If you are already a member, or would like to receive email alerts as new comments are
made, please login or register.

Enter the code shown above:

(Note: If you cannot read the numbers in the above
image, reload the page to generate a new one.)

No Comments Found

Thursday 11:07 AM
The Best Deconstruction of a 4K Shoot You'll Ever Read
With higher resolutions and larger HD screens, wide shots using very wide lenses can be a problem because they allow viewers to see that infinity doesn’t quite resolve into perfect sharpness.

Featured Articles
Discover TV Technology