Visible World Announces Addressable Advertising on tru2way Platform

Visible World, the leading provider of national addressable television advertising, announced today the release of a tru2way compliant addressable advertising solution that makes it easier for cable operators to deploy addressable advertising in their systems.

Today's announcement highlights a powerful combination of tru2way's scale and Visible World's addressable advertising system which enables marketers to target their television commercials to relevant audiences based on customized demographic segmentation data. The advancement further showcases how cable operators can now easily meet the growing demand for marketing their own targeted messages, services and products across the platform.

Major US cable operators are deploying tru2way-enabled devices across their footprint, creating a national standardized middleware platform for interactivity and advertising applications. Now, Visible World's technology easily integrates into these devices, allowing it to be deployed across a rapidly growing number of subscribers.

“Addressable television technology is a very real part of the advertising ecosystem, and by enabling it on tru2way devices, we're making it even easier for operators to deploy,” said Gerrit Niemeijer, CTO of Visible World. “We're committed to delivering ways for our cable partners to enhance their advertising capabilities.”

Visible World's addressable television technology enables cable operators, marketers, and advertising agencies to apply highly accurate audience and demographic data to television advertising campaigns. Advertisers can use general demographic data, industry specific data, or their own proprietary data, and use it to deliver different messages to different sets of households. The system works for television ads that are viewed live as well as those that are viewed during broadcast replayed through a Digital Video Recorder (DVR).

Adding tru2way-support is a key step in the on-going process of scaling the addressable advertising footprint to more devices and to a larger audience. Visible World can now provide an addressable advertising solution on a range of middleware solutions across a range of television devices. Those range from basic digital TV receivers to advanced set top boxes with DVR capabilities and include Home Gateways running tru2way middleware.

“Tru2way technology provides a powerful platform for new television devices, enabling new user interfaces, new device architectures, and also new capabilities for interactivity and advanced advertising. And as we continue to take advantage of this platform, we also continue to position television as the best medium to not only reach millions of homes, but to interact with the most appropriate audiences,” said Niemeijer.

ABOUT VISIBLE WORLD

Founded in 2000, Visible World is the leading provider of addressable television advertising solutions. The company's suite of services enables advertisers, agencies, and media companies to deliver addressable, interactive, and measurable ads. Today, Visible World empowers over 200 advertisers to deliver more effective and more accountable campaigns to consumers in approximately 80% of U.S. cable television households. Tru2way is a trademark of Cable Television Laboratories, Inc.