Now that television networks finally have personally identifiable information about their viewers from over-the-top services, they’re better able to sell their audiences to advertisers. But misconceptions about addressable TV are still common, according to the Director of Television Solutions at Experian Marketing Services.
“The networks as we all know never used to have any PII of any kind,” Brad Danaher said in an interview in Manhattan during the recent Beet.TV Leadership Summit on cross-screen addressability. “But now with OTT services, they’re getting email addresses, which Experian can translate to an email address and connect to all the other data sets we’re working with.”
Experian has a big stake in the continued growth of addressable TV, so it takes every opportunity to educate advertisers and agencies.
“There are still some misconceptions about it,” Danaher said. “People think it’s either more expensive than it is or more difficult to implement and it’s really gotten a lot better recently.”
Like other players in the addressable space, Experian would like to see more providers offering addressable inventory.
“We’re looking to partner with those folks to provide a broader set of audiences to advertisers who are always looking for scale,” said Danaher. “There’s perception by advertisers who say, ‘When is everybody going to have it?’ We’re working on that too.”
This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26. The event and the series is presented by DISH Media Sales and Experian Marketing Services. Please visit this page to find additional videos from the summit.
