Ad Age: Addressable TV Ads Expand to Top 10 Cable Markets

Addressable advertising, a method by which specific commercials are delivered to a specific demo through cable, is now available in the top ten U.S. cable television markets. Visible World, which launched in 2002 in Los Angeles, has been tested by GM, Masterfoods and 1-800-Flowers.

While advertisers and media folk are getting behind this, creatives, not surprisingly, are dragging their feet, claiming the altering of creative dilutes the brand. More likely, it's fear that creative is losing its top-dog status within an advertising world in which media selection is driving strategy.