The results have been nothig short of phenomenal in a test of addressable ads in Baltimore, Adweek reports.

Veteran reporter Steve McMClellan reports that the test showed ad skipping was reduced by 32%.

The test was done by Comcast Spotlght in a Comcast cable system, in conjunction with media agency Starcom MediaVest Group. There were five advertisers in the trial; the only two that have been identified are Walmart and Walgreens.

According to the report, "The trial used technology from Invidi to deliver different ads within the same cable network commercial breaks to different household groupings, based on segmentation data provided by data-management firm Experian."

–Chuck Ross