(EMAILWIRE.COM, September 27, 2004 ) CEDAR KNOLLS, NJ - Visible World is an innovative start-up that may change the way TV advertising is produced and targeted. Visible World is backed by VCs, ad agencies and, significantly, Comcast, the cable giant, and Leucadia, an investment group that has proposed to acquire control of MCI.

"TV advertising, whether broadcast or cable, is losing its effectiveness," said Allan Tumolillo, COO of Probe Financial Associates. "Consumers are bombarded with TV ads many hundreds of times per week and it is increasingly difficult for any product and brand to stand out in all the clutter."

"Visible World's approach offers a means for 'mass customization' of ads using demographics, zip codes and other consumer-related data, and a creation environment that allows for multiple ads for the same product," said Tumolillo. "Not only can ads be created that cater to many different 'demographics', these ads can be evolved over time at a fraction of the cost of traditional commercial production - at least that is the hope."

The digital media environment pushed by Visible World will also seemlessly integrate national ad campaigns, say for beverages or automobiles, with identification of local distributors. This opens up new revenue opportunities for cable and for broadcasters and a better response rate for the advertisers. Comcast's investment in Visible World is indicative of the need for cable opertors to re-focus on content and revenue producing applications.

PFA's new report, "Digital Advertising: Will It Work for Cable?" assesses the approach of Visible World and what it may mean for the cable industry.
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To obtain more information on Probe Financial Associates and its products, contact Karen Verrinder or visit PFA on the web at www.probefin.com.

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