AdAge: Ford Dealers Test Addressable Cable TV Ads

Ford is experimenting with an addressable TV campaign, divvying up television markets in New York and New Jersey into segments to which it will display nine different pieces of creative. The messages differ largely based on geographic changes in income and demographics. Ford agency J. Walter Thompson is conducting the project using Visible World's Intellispot system over the course of four weeks across 26 cable areas. The creative features identical first halves, with the last 15 seconds displaying different product offers or financing deals.