LONDON – GroupM’s Mindshare already targets many conventional TV ads using online data – but the full internet delivery of TV advertising could unleash even greater targetability.
Speaking at Beet.TV’s recent London Video Ad Strategy Summit, the group’s chief digital officer Norm Johnston said Mindshare already leverages geographical search data – for example, showing people searching for “flu” – to move TV spot spending for Kleenex tissues to different regions of the UK. Carried out on a weekly basis, he calls it “adaptive marketing”.
“We can do a lot of that now through proxy data, but when everything gets connected, it will give us a lot more flexibility,” Johnston said, adding that whilst the sector is fragmented as badly as Game Of Thrones‘ warring fiefdoms, addressable TV advertising will be boosted by the expected UK soft launch this summer of BSkyB’s AdSmart technology.
