Microsoft scoops up TV ad-placement company

Microsoft is moving into the TV advertising realm with the acquisition announced on Wednesday of Navic Networks

Microsoft is moving into the TV advertising realm with the acquisition of Navic Networks, which specializes in delivering targeted, interactive ads to users of digital cable set-top boxes.

Navic Networks, will become a subsidiary of Microsoft's growing Advertiser and Publisher Solutions Group, which is also focused on targeted Internet advertising. Microsoft did not disclose terms of the deal.

The acquisition is a logical extension for Microsoft, which already offers a platform for cable service providers to deliver TV programs over IP (Internet protocol) networks through its Mediaroom software.

The move also puts Microsoft head-to-head again with Google, which has launched services for placing both radio and TV ads.

One of the main thrusts of Navic's software is to keep consumers' attention by delivering ads that are relevant to a specific audience despite the increasing ability of viewers to avoid advertisements.

Navic's software can do that by collecting a variety of metrics on viewers. The company's HyperGate Transport can track what programs a digital cable set-top box user has seen, collect demographic information and record what advertisements have already been viewed. No personal information is collected or aggregated, according to information on Navic's Web site.

Based on that information, advertisers can then book campaigns aimed at audiences with certain characteristics using a Web-based interface called Admira Optimized Media. That software can manage the scheduling of ads and budgets as well as deliver performance reports.

Interactive ads can keep users engaged longer. Navic's technology can add overlays to TV ads, where users can press a button on their remote control and be linked to an on-demand video or to another analog or digital TV channel with more information about a product.

Polls or trivia questions can also be overlayed to keep users' attention. The results from a poll can also be fed back to the advertiser and used to sculpt more finely-tuned campaigns to groups of viewers. With demographic tracking, information on related local services can be shown on an overlay that's based on the theme of the ad already being shown.

Navic Networks' software is currently being used to delivered ads to around 35 million digital set-top boxes in North America.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jeremy Kirk

IDG News Service
Show Comments

Father’s Day Gift Guide

Brand Post

PC World Evaluation Team Review - MSI GT75 TITAN

"I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it."

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?