Cox Media to Launch Addressable TV Advertising Trial

News provided by

Mar 26, 2014, 09:00 ET

ATLANTA, March 26, 2014 /PRNewswire/ -- Cox Media, the advertising division of Cox Communications, announced today the commencement of new addressable advertising trials as part of an ongoing strategy to develop advanced advertising products and new programmatic sales capabilities.

Cox Media and INVIDI Technologies Corporation are engaged in an exploratory agreement to measure the effectiveness of addressable advertising delivered according to specific viewer geographic, demographic, and other pre-determined viewer qualifiers. This revolutionary form of television advertising is efficient, measurable and accountable to the advertiser while providing precise measurement of reach, frequency and precise control of commercial assets.

"Addressability creates a new class of premium television advertising inventory, which is why Cox Media is committed to bringing it to market as another tool for our clients to connect consumers to the products they care about," said Mike Zeigler, vice president of Cox Media operations and business development. "The ability to create specifically defined and measureable ad impressions is valuable to both video consumers and those who buy ads in Cox markets."

Cox Media will use INVIDI's technology platform to explore the benefits of serving uniquely tailored advertisements to individual Cox Communications video subscriber households. Cox viewers will benefit from this new technology through increased relevance of the advertisements they view.

"We are very proud to have Cox join our existing distributors, in bringing television addressability to U.S. households and believe that Cox will find addressability especially valuable in their innovative work with national and programmatic ad buyers," said Dave Downey, INVIDI's president and CEO. "We salute Cox for their foresight and willingness to participate in the future of television advertising."

Cox Media, a wholly owned subsidiary of Cox Communications Inc., partners with both local and national advertisers for marketing success, offering advanced cable and digital advertising products in more than 20 markets across the United States. In addition to proven media solutions, Cox Media offers consultative insights to help clients reach their audiences more effectively and efficiently. From broad reach, highly rated programs to laser-sharp targeting of specific audiences, Cox Media is focused on developing customized marketing solutions that maximize ROI for clients.

About Cox Communications

Cox Communications is a broadband communications and entertainment company, providing advanced digital video, Internet and telephone services over its own nationwide IP network. The third-largest U.S. cable TV company, Cox serves approximately 6 million residences and businesses. Cox Business is a facilities-based provider of voice, video and data solutions for commercial customers, and Cox Media is a full-service provider of national and local cable spot and new media advertising.

Cox is known for its pioneering efforts in cable telephone and commercial services, industry-leading customer care and its outstanding workplaces. For seven years, Cox has been recognized as the top operator for women by Women in Cable Telecommunications; for seven years, Cox has ranked among DiversityInc's Top 50 Companies for Diversity. More information about Cox Communications, a wholly owned subsidiary of Cox Enterprises, is available at www.cox.com and www.coxmedia.com.

About INVIDI Technologies Corporation

INVIDI Technologies Corporation is the world's leading addressable media solutions company. Our vision and expertise in building smart advertising systems provides unrivaled capability for delivering the right advertising message to the right audience with pinpoint accuracy and creates substantial monetary value for the cable, satellite, telco and advertising industries. INVIDI's unique approach to addressable advertising delivery, measurement and reporting is supported by an extensive portfolio of patents and other intellectual property. Our innovations in content delivery solutions and intellectual property development in targeted demographic media is the foundation for a wide array of advanced advertising capabilities. Digital technology has revolutionized media and INVIDI is making targeted addressable advertising, more efficient, more effective and more available than ever. Visit www.invidi.com for more details.

SOURCE Cox Communications