Real Time Content

Articles

Broadcast rights
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Catering TV Advertising Content to Online Campaigns
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Crowd-Sourced Ads: A Measured Response
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The Blurring Lines of Online Video and What it Means for Measurement
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Why Advertisers Should Think Like Comedians
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Personalized Video Ads Ignite Click Throughs
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RTC launches "Advertising is (not) Dead" campaign
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Advertising is (not) Dead
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The end of video CPMs
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4 Reasons to Stay Tuned to Personalized Video
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The New Age of Personalization
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Real Time Content Takes U.S. Plunge, Despite Economy
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More Key Emerging Media Trends
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BT Today - RTC wins top NMA accolade
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BHF takes Grand Prix for getting kids to eat better
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Looking Back - How Cannes Lions Changed My Life
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Daley returns with digital interests
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Industry Moves: RTC; Jumpstart, Credit Suisse; Comcast SportsNet
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Real Time Media scores big with Adaptive Media ad campaign
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The End Of Advertising As Usual
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Web 2.0 - An Interview with Real Time Content
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Ten Start-Ups Picked As Web Ventures' Best
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Banks chase personal online touch
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Nationwide quadruples click-through with adaptive media push
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Six Minutes With ... Naj Kidwai, CEO of Real Time Content - PODCAST
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Real Time Content win in the OnMedia Top 100 Technology Enablers category
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Tailored to your needs
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Delivering innovation at the speed of life.
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Yahoo, Others Work to up Relevance of Online Ads
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Real Time Content Launches with Funding from BT Group.
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BT spins off content customization company.
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BT spins off video startup.
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Millions Of People, Millions Of Customized Ads.
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BT Incubates Adaptive Media Platform Supplier RTC.
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Personalized Video Ads Ignite Click Throughs

By letting consumers personalize the ads they watch, marketers have increased the click through rates by 50% to 100% on some online campaigns.

That’s what Naj Kidwai, the CEO of online video technology firm Real Time Content said during an interview with Beet.TV in New York.

The company’s tools let users personalize the ads they see based on profile information from an ad server network or behavioral targeting network, for instance. Essentially, that means each customer could be seeing a unique ad. A Real Time client in the United Kingdom doubled its sales of insurance policies using the ad technology, he said.

The early results are impressive and they also align with data cable operators are realizing too when they serve up more targeted and addressable ads to viewers. As an example, Comcast has said customers are 38% less likely to tune away when an addressable ad is delivered.

In general, targeted ads on TV garner a 7% click through rate, meaning consumers click on the ads using the remote 7% of the time, which is much higher than the typical 1% or less response rate with direct response ads, according to database company Acxiom.

The big question is whether these results for Real Time Content (RTC) and other more personalized ad firms will hold up as more advertisers use personalization. But early data is promising.

The company is jointly funded by BT, British Telecom and New Ventures Partners.

Daisy Whitney, Senior Producer

www.beet.tv >

13th May 2009