As MSOs look to upsell services by targeting customers without them, FourthWall Media and Visible World are combining several of their wares to make that prospect—as well as more targeted and addressable advertising in general—a bit easier. Under a deal announced this week, Fourthwall will extend its EBIF platform to support Visible World’s addressable advertising products. FourthWall’s platform runs on Motorola, Cisco, and Pace hardware in millions of cable households. So the companies are pitching the partnership as a way for Visible World to turn on addressable advertising for the operators running the extended FourthWall platform.
 
“Being able to target the right message to the right home is the single biggest opportunity awaiting the television advertising industry,” said Seth Haberman, CEO of Visible World. “Cable operators further benefit as they use significant local inventory for marketing their own products to existing subscribers.”
 
Haberman said a recent Visible World study of 144 cable operator marketing campaigns over an 18-month period found that ads targeted to the right subscribers got a 70% better conversion rate than their overall campaign results. While it’s hard to know whether those results can be replicated in every situation, the prospect of better targeting has already piqued the interest of both local and national advertisers. For example, FourthWall famously used its MassiveData TV panel to anonymously ID what content was being watched by particular voting segments. “When you make television actionable like the Internet through advanced services, viewer data, and dynamic segmentation, you have a far more effective tool for any kind of marketing from a presidential campaign to selling additional cable services to existing customers,” said Bill Feininger, GM, MassiveData and SVP, Media Measurement for FourthWall. 

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