MediaPost: Weathermen: You Don't Need Local Cable To Know Which Way Ads Can Be Addressed

During its upfront ad sales presentation in New York Tuesday, The Weather Channel announced the implementation of what it called addressable advertising. The cable channel will offer advertisers the ability to slot different creative at the same time based on geography, time zone or the weather. While this is a nice first step, it's really just taking advantage of existing local cable technology that allows for zoned placement of advertising. A true step toward addressable advertising would be targeting a home, neighborhood or town based on a demographic profile supplied to the cable company by the subscriber.