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