LFP - Large-Format-Printing

Andrew Gordon to Address DRTV Advertising Technologies at Annual Electronic Retailing Association Convention

Wednesday 17. September 2008 - Technology is beginning to make it possible for DRTV advertisers to turn the challenge of consumer and audience fragmentation into a marketer's panacea.

Technology-driven Advanced TV Advertising capabilities such as addressability, customization and interactivity have already begun to reshape DRTV as we know it. Over the next few years, these capabilities will have a profound impact on the industry’s ability to make DRTV more relevant for viewers and more effective for marketers.

On September 22, 2008 Andrew Gordon, President of Direct Impact Group, will address the effects Advanced TV Advertising is having on DRTV, while speaking at the Electronic Retailing Association’s 18th Annual Conference and Expo session titled, ‘DRTV 3.0: How Advanced Advertising Technologies are Reshaping DRTV.’ The session will begin at 4pm and other panelists include: S. Grace Davis, Western Regional Manager, Google TV Advertising, Robert Barnett, Senior Director TiVo, Claudio Marcus, EVP, Visible World, and John M. Gee, VP Advertising Sales, Navic Networks. The session is sponsored by the ERA Television Council.

“Addressability, interactivity and customization will help advertisers reach the full potential of television advertising and improve the overall effectiveness of their campaigns,” says Andrew Gordon. Session attendees will benefit from practical insights and examples as to how Advanced TV Advertising capabilities can be leveraged in DRTV campaigns. Attendees will also learn about industry plans to deliver grand scale availability of enhanced TV advertising capabilities such as Canoe Ventures and other important initiatives will be discussed. The ERA convention will be held from September 21st through the 23rd at the Paris Hotel in Las Vegas.