Measurement of addressable TV ad campaigns has grown fast – but the technology providers still need to work hard to sell the opportunity beyond early-adopters advertisers
That’s the view of one ad data vendor making in-roads in to the new world of addressable.
“We’re getting a lot of the early adopters,” according to Experian’s TV partnerships director Brad Danaher.
His company was one of the early testers of addressable TV and its data helps fuel targeting of ads on the DISH platform among others.
“But there’s a whole group of advertisers that (feel) ‘I’m not doing that, I’ll just keep buying TV the way I’ve always bought it’,” he observes, in a panel convened by Beet.TV. “Once we start cracking in to that set of advertisers, it’s going to really take off.”
Danaher says addressable is still nascent, and there is still much fluidity in the way campaigns get off the ground. It’s often more “art” than science, he says. But the proportion of addressable TV ad campaigns actually being measured has grown from about 20% to about 95% in the last three and a half years, he adds.
The panel was interviewed by MediaMath CMO Joanna O’Connell.
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 addition videos from the summit.
