At Digital Hollywood Spring 09 Seth Haberman of Visible World tells me about Targeted Advertising and how it is now addressable.

Visible World is the leading provider of targeted television solutions for advertisers, agencies, and media companies. Their suite of services enable advertisers, agencies, and media companies to effectively target, efficiently customize, and rapidly change messages to address diverse audiences, programming, and business situations.

In the old days if you wanted to have different spots play in Detroit, Miami and LA you would have to create 3 different spots on 3 different tapes and deliver them to 3 or more different stations. Now you can dynamically create and deliver multiple commercials on the fly and even deliver different spots to houses next door to each other.

What?

Say that you know a house with teens is next to a house with senior citizens, you can deliver one spot targeted to Grandma and Grandpa and a different spot to those young whipper snappers next door.

Pretty cool huh?