Panel: Cable makes inroads with addressable ads

11/14/2012 | Multichannel News

President Barack Obama's campaign was able to increase the efficiency of its TV ads aimed at "persuadable" voters because of cable's improvements in targeting audiences by demographics and geography, Joan Hogan Gillman, head of Time Warner Cable Media, said during a panel discussion. Comcast, meanwhile, has organized its 20 million customers into 600 zones and is now testing addressable ads in Baltimore, said Kevin Smith, Comcast Spotlight group vice president.

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