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ActiveVideo hires Nisbet to lead development of advertising products

Tue, 07/15/2008 - 8:30am
Mike Robuck

ActiveVideo Networks announced today that it has hired Todd Nisbet to head up its newly created targeted advertising department.

Nisbet, a veteran interactive advertising and marketing executive, will work with a full range of media entities – including marketers, agencies, programming customers, and managed and unmanaged network partners – to launch the next phase of ActiveVideo deployment: targeted, actionable advertising and sponsorship opportunities that leverage the capabilities of the ActiveVideo platform.

“ActiveVideo’s high levels of usage and the ability to deliver deeply personalized content to individual consumers hold clear value to the advertising industry for building brand awareness and driving transactions,” said Ed Forman, EVP of products and services and chief strategy officer for ActiveVideo Networks. “Todd M. Nisbet’s interactive expertise and his background with both clients and agencies will accelerate our creation of advertising models and strategies that help programmers, operators and CE manufacturers to monetize the ActiveVideo experience.”

The cable industry has been diligently working on winning back advertising dollars that are being lost to Internet advertising. Addressable, or targeted, advertising’s goal is to get the right message in front of the right viewer at the right time.

ActiveVideo’s platform allows viewers using standard remote controls to engage with Web content – including user-generated content, social media, Web-based channels, games, and other programming and applications – in a responsive television environment, without the cost or complexity of integrating new devices into their home entertainment systems. ActiveVideo delivers programming as a single MPEG stream to Web-connected TVs, Blu-Ray players, video game consoles and other devices, as well as cable and IPTV set-top boxes.

“The one-to-one ability to deliver the right ad to the right viewer at the right time on television continues to be the ultimate goal for the advertising community,” Nisbet said.  “The models we are creating will help marketers to engage viewers in the living room using the same standards-based creation, targeting and distribution mechanisms that have spurred the growth of Web ads and commerce. Relevancy is the advertising backbone of the ActiveVideo platform.”

Nisbet, who began his advertising career with The Interpublic Group and Young & Rubicam, has been directly responsible for the launches of 18 interactive businesses. His previous clients have included The Walt Disney Co., Prudential, AT&T and IBM.

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