It's been the holy grail of television advertising for decades: the ability to target commercials to individual viewers.
It's called "addressable advertising." And its day may finally be here.
In my new book, THE ON-DEMAND BRAND, I look at how organizations like Canoe Ventures - a consortium of cable TV operators that include Time Warner, Cox, Cablevision and others - have been actively working to combine cable zoning technologies with, for instance, data from Experian and other sources, to allow advertisers to target campaigns down to specific zip codes.
In an age when advertisers demand accountability, such efforts may need to go further still - down to the household or individual level. As Tracey Scheppach, svp/video innovations director at Starcom, recently told Brandweek, "Addressability is probably the single biggest factor that's going to save television."
One company at the forefront of the effort is Visible World, which recently won a Technology & Engineering Emmy for "development and implementation of automatically assembled dynamic customized TV advertising."
In short, Visible World enables advertisers to deliver different ads to different households using information aggregated from set-top box viewing data.
I recently caught up with Haberman to get his insights on the state of addressable advertising, and if it truly delivers on the promise of targeting TV advertising to markets of one.
Q&A: SETH HABERMAN, CEO VISIBLE WORLD (PT 1): TARGETED TV
(Approx 3:35)
Audio Link:Download GEN WOW: Visible World CEO Seth Haberman Pt 1
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