NBC Universal has made an investment in INVIDI Technologies Corp., a firm that creates addressable advertising solutions for TV, INVIDI announced today. NBCU is the first company with cable and broadcast networks to sign on with INVIDI, the tech company said.
Mike Pilot, president of Sales and Marketing for NBCU, said in a statement, “We believe addressability has a high potential to enhance the return on [advertisers’] television expenditures and advance TV advertising as an even more compelling marketing vehicle. This investment is one more step in NBCU’s ongoing commitment to provide new advertising solutions for clients, and demonstrates our support for INVIDI’s impressive technology and promise.”
The company’s technology enables TV networks and advertisers to send multiple commercials targeted to specific audience segments watching a single program. “This innovative technology reduces waste by sending the right spot to the right viewer, thus enhancing the viewing experience and increasing the revenue potential for the network and its distribution partners: telcos, satellite companies and cable systems,” the company said in a press release announcing the investment.
INVIDI also reportedly has distribution deals with Dish Network, DirecTV and Verizon.