FORT LAUDERDALE — Cars have proved that addressable TV advertising can work, now credit cards are ready to attest to its efficiency.
The new concept means brands can advertise only to relevant segments of TV viewers, targeted at the household level, cutting out wasted spend.
Joanna Thissen, targeted TV division at Modi Media, Group M’s division working on addressable, says car makers were the first brand category tobuy in.
“It just makes sense,” she tells Beet.TV in this video interview. “I mean, I live in Manhattan, I am never going to drive an automobile … You could blast me with an auto commercial 100,000 times, it could be the prettiest commercial of all time, and I’m still not gonna buy a car.
“Once some clients saw big players coming to the market, especially in the auto category, they saw the press and they were like, ‘this is a really cool idea, look at how successful these campaigns are’, and ‘if the auto industry with all their big money is coming to play, then maybe we should try to dip our toes in the water and see how that works’.”
Now 43 million US households are available to target addressably, Modi said recently. So who is next to the party?
Thissen sees financial services providers coming in next.
“If I already have a certain credit card, stop showing me ads for it – maybe show me a card that has a better interest rate,” she says. “CPGs are big to the industry, too. There’s so many different datasets – from NCS to 84.51° which was formerly Dunnhumby and Shopcom. All have this amazing shopper data that will allow brands to go and specifically target their competitors to drive sale and steal share.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.2
