This week I wrote a column for TalentZoo.com titled: “TV is not going anywhere, so we might as well fix it.” on the topic of targeted television advertising. Click here to read it.

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The day before the column ran, two high profile pieces were published on the topic of targeted (or “addressable”) television advertising, focusing on how the cable giants have teamed up and are in a race with Google to develop a system to deliver targetted ads.

• Cable Firms Join Forces to Attract Focused Ads (New York Times, registration required)
• Project Canoe: Cable Companies Paddle to Catch Up To Google in Targeted TV Ads (Techcrunch.com)

This competition is good for viewers, because it will quicken the delivery of targetted, more relevant advertising improving the overall quality of television.

[Update 04-08-2008]
Comcast and its media agency, Starcom MediaVest Group, have released a report on a 16-month targetted, or “addressable.” TV advertising study.

• Households with addressable commercials changed the channel 38% less, and ads were 56% more effective

Read the press release here: http://www.smvgroup.com/news_popup_flash.asp?pr=1663

Talent Zoo is a recruitment company, job board and community portal dedicated the advertising, marketing and public relations. I have been a fan of their content and their service for a long time, and I am happy that this week I had the opportunity to write a column for their New Media Edge section titled:

TV is not going anywhere, so we might as well fix it.

Television has the potential to be the most relevant medium of all. The only question is: How long will we have to wait?

Click here to read it.

If you enjoyed the column, please subscribe to my blog as I have several posts planned that should be of interest.

If you would like to feature my writing on your website, blog, or in your publication, do not hesitate to contact me at dylan.thomas@gmail.com. Also, if you are looking to hire an advertising art director in the San Francisco Bay Area, check out my portfolio and give me a call. I’d love to chat.