Marketing Platform enables real-time targeted TV advertising.
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Press Release Summary:
With MITA Market Intelligence and Targeted Advertising platform, advertisers can target individual viewers in national, regional, or local context. Utilizing technology embedded within TV sets and broadband Internet connection, MITA can identify individual viewer and programming being delivered, providing advertisers with opportunity to push relevant messages directly to specific consumers. MITA can also generate rich TV viewing data based on actual viewer's demographic profile.
Original Press Release:
EmbracingMedia Announces MITA Platform
New Market Intelligence and Relevance Advertising Platform Enables Real-Time Targeted Television Advertising and Ratings at the Individual Level
SPOKANE, Wash., July 27 /-- EmbracingMedia, a TV-centric targeted advertising and ratings data provider, today announced the availability of the Market Intelligence and Targeted Advertising (MITA) platform. The MITA platform enables advertisers to target individual viewers in a national, regional or local context and is covered by nine pending patents to date. Utilizing technology embedded within television sets and a broadband Internet connection, the MITA platform is able to identify both the individual viewer and the programming being delivered, providing advertisers with an opportunity to push relevant messages directly to specific individual consumers. MITA is also able to generate rich TV viewing data based on the actual viewer's demographic profile, which will be of tremendous benefit to advertisers, studios, networks, and other content producers.
MITA is a multi-system platform that is embedded into the TV itself, and it is compatible with multiple types of carriers including cable television, satellite, broadcast, Internet Protocol Television (IPTV), and other content sources such as the digital video recorder (DVR). As an opt-in platform, viewers are provided with incentives to participate, addressing privacy concerns at the center of targeted advertising. In a nationwide survey, nearly 75% of respondents indicated their willingness to opt in based on the unique product and service offerings. The innovative MITA platform also enables end-users to have more control over the type of advertisements suitable for their household as well as individuals within the household. Additionally, the MITA platform is non-intrusive; rather than requiring individuals to sign in before watching television, unique technologies identify each viewer passively.
"Advertisers are interested in reaching individuals directly with their message and until now, that was not possible through the traditional experience of watching television. We recognized a need in the industry and created the MITA platform to deliver relevant advertising based on the actual viewer," said Jim Birch, CEO, EmbracingMedia. "For the first time, parents will also have the option to help protect their children by letting them see age-appropriate ads - for example, MITA will be able to replace an advertisement for alcohol with one for juice if an underage child has the remote control. This responsible advertising approach will be good for brands, advertisers, CE manufacturers, and the TV programming itself. We are very excited to launch this capability and provide unique market intelligence and relevance advertising services."
The initial rollout of EmbracingMedia's MITA platform will provide access to the market intelligence service and then unlock the targeted advertising features as additional households join the system. It will be utilized first on the West coast, where The Cowles Company, a leading regional media company with TV broadcasting stations in ten markets throughout Washington and California, has become an Anchor Broadcaster with EmbracingMedia. The Cowles Company has placed initial orders for the platform and production units are scheduled to be deployed in late 2010, with a trial earlier in the year.
"We are looking forward to working with EmbracingMedia and are impressed with how the MITA platform compares with other technologies, which are targeting consumers based on zip codes or more broad demographic profiles," said Patricia McRae, General Manager of KHQ, which is part of The Cowles Company. "The MITA platform will also enable us to receive, in near real-time, more comprehensive and accurate market intelligence than is currently available."
As it enters new geographic markets, EmbracingMedia will select additional Anchor Broadcasters to act as partners in regional launches. Anchor Broadcasters receive significant benefits, including access to advanced market intelligence services on preferred terms. EmbracingMedia is currently in discussions with several other regional media firms and expects to be committed in approximately 20 markets by the end of September. Relationships have already been established with leading content providers, consumer electronics companies and ad agencies, including Publicis Groupe, which has an equity position in the company.
About EmbracingMedia
EmbracingMedia is a privately held provider of comprehensive market data and relevance advertising services. Headquartered in Spokane, WA, EmbracingMedia has developed a range of unique technologies and capabilities that enable advertisers to reach individuals within households and across platforms. The company has a strong, growing patent portfolio and is a leader in media management, integration, and synchronization, both at the individual level and across media platforms. The EmbracingMedia name, logo and "For a World of One" tagline are registered trademarks.
