TeleWest has announced that advertisers will be able to target specific homes in its UK cable television franchises due to the use of digital technology.
The digital ad insertion system, developed in conjunction with SeaChange International, will mean that different ads can be shown in different homes according to geographic or socioeconomic factors. It also means that there will be greater scheduling flexibility and the opportunity to run last minute spots.
The ad insertion system was recently used by TeleWest to good effect in promoting its coverage of the Bruno-Tyson fight which achieved a take-up of 58,000 subscribers (14.5% of its total customer base).
Stephen Stokes, TeleWest’s Director of Advertising Sales, said: “This system provides us with a complete solution that allows us to enhance the services we offer to both advertisers and the customer. We can now offer an advertising facility that operates at both the national and local levels, and potentially down to individual postcode areas.”
TeleWest: 01483 750900
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