Targeted adds...........................
Advertising Industry Executives Comment on General Instrument's & ACTV's Plan to Offer a Complete Solution for Addressable, Targeted Digital Television Advertising
BUSINESS WIRE
CHICAGO and NEW YORK and HORSHAM, Pa.--(BUSINESS WIRE)--June 15, 1999--Today, some of the advertising industry's leading executives commented on the groundbreaking addressable advertising initiative announced yesterday by [ ACTV, Inc. ] (NASDAQ: IATV) and [ General Instrument Corporation ] (NYSE: GIC). The two companies will work together to develop and introduce a comprehensive, end-to-end solution for delivering addressable, targeted advertising via digital cable, satellite, and broadcast television.
GI will combine its digital interactive system and consumer set- top terminals with ACTV's proprietary "Individualized Advertising" software and programming capabilities to deliver this complete solution, which will improve the effectiveness and accountability of television advertising. Demonstrations of the new system are being held at ACTV's Booth No.2154 at the National Cable Television Association (NCTA) annual convention, June 14-16, in Chicago, IL.
Mark Stewart, executive vice president and media director, McCann- Erickson, said: "We've been familiar with ACTV's capabilities for some time, and feel that the market is now ready to take the next step into greater individualization and interactivity through what was traditionally a one-size-fits-all medium. We are looking to bring our clients more than enhanced television simply for the sake of enhanced television. With ACTV and General Instrument, we believe we will now be able to provide greater, tangible added value and improved results and accountability. We look forward to blazing this new trail with them."
Alec Gerster, chairman, Mediacom Worldwide, a division of [ Grey Advertising ] , said: "While we all eagerly anticipate the tremendous media and marketing benefits of a digital television environment, the industry needs enabling organizations to make it happen. It looks as if ACTV and GI are doing just that in one of the most promising aspects of digital television - selective targeting. The ACTV/GI plan calls for the kind of targeted advertising that promises not only reduced waste and better return on the media dollar, but also an improved consumer viewing experience with reduced clutter of non- relevant messages."
Jack Irving, executive vice president and media director, Saatchi & Saatchi, noted: "Our industry is headed into some uncharted waters with the emergence of digital television, interactivity and TV- Internet convergence. This new alliance seems to have figured out a solid approach for navigating this new territory. We're eager to explore possibilities for our clients with ACTV and GI."
Bob Igiel, president, Young & Rubicam's The Media Edge, commented: "The television landscape is changing in ways our industry has never experienced. The opportunity to deliver highly targeted advertising and to offer consumers the ability to impulse shop or receive coupons all via their television set was just wishful thinking not too long ago. Today, ACTV and General Instrument are fulfilling what was once only considered the 'potential' of digital television."
In addition to highly targeted delivery of advertising commercials, the ACTV/GI solution will also offer e-commerce and interactive television advertising opportunities, such as couponing, at an efficient advertising cost per thousand (CPM). ACTV and GI are in conversations with top consumer product advertisers, advertising agencies, and media buyers to finalize specifications and features.
The new venture between ACTV and GI will be based on an array of system technologies designed to target advertising to individual households and persons with digital accuracy. Although these systems are designed to work in a multiple platform environment, initial deployment will be on GI's digital interactive platform. Through a previously existing agreement, ACTV's software is already integrated for deployment on GI's digital interactive platform. This provides a base of over four million digital interactive set-top terminals already shipped that can leverage this new targeted advertising offering.
About General Instrument
General Instrument is a leading worldwide provider of integrated and interactive broadband access solutions, teaming with its business partners to lead the convergence of the Internet, telecommunications, and video entertainment industries. Visit General Instrument's Web Site at gi.com.
About ACTV, Inc.
ACTV, Inc., is a leader in interactive digital television with its proprietary "Individualized Television" and "Individualized Advertising" software and programming capabilities, and a pioneer of TV-Internet convergence programming with its patented HyperTV* software application. ACTV offers superior, practical solutions for television programmers, advertisers, cable operators and consumers looking to leverage the emergence of digital television and broadband technology. The Company is committed to improving the television and Internet experience for consumers by enabling the creation of more compelling content, while allowing programmers, advertisers and others to establish valuable one-to-one relationships with consumers. Visit ACTV's Web site at actv.com.
Disclaimer: This news release contains forward-looking statements as defined by the Private Securities Litigation Reform Act of 1995. Forward-looking statements include statements concerning plans, objectives, goals, strategies, future events or performance, and underlying assumptions and other statements which are other than statements of historical facts. These statements are subject to uncertainties and risks including, but not limited to, product and service demand and acceptance, changes in technology, economic conditions, the impact of competition and pricing, government regulation, and other risks defined in this document and in statements filed from time to time with the Securities and Exchange Commission. All such forward-looking statements, whether written or oral, and whether made by or on behalf of the Company, are expressly qualified by the cautionary statements and any other cautionary statements which may accompany the forward-looking statements. In addition, the company disclaims any obligation to update any forward- looking statements to reflect events or circumstances after the date hereof.
(Copyright 1999)
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