Every brand looks at the television business differently when trying to target specific audiences. But when they consider addressable TV advertising all of them see “a very fragmented marketplace,” says one2one Media President Mike Bologna.
“We’re a one-stop-shop for national addressable scale,” Bologna adds in this interview with Beet.TV. “We package everything together.”
To improve simplicity and reduce complexity, “Our business is, for the most part, identifying a particular segment, dynamically inserting a television commercial to that household via that segment, and then tying that ad exposure back to a sale.”
In describing the addressable marketplace, Bologna depicts a landscape with multiple systems, technologies, data sets and reporting scenarios.
“In the absence of a single platform that ties all of that together, it makes the process laborious, cumbersome, sometimes monotonous and frankly difficult and frustrating.”
To execute addressable TV at scale typically entails “making phone calls to eight, ten different systems,” among them MVPD’s, satellite operators, telecom companies and smart-TV providers.
“You’re applying multiple different data sources, you’re integrating multiple different measurement systems. That’s where the bandwidth comes in and that’s where the complexities come in,” Bologna says.
So even if there’s no question that if executed properly, the return on investment is there with addressable, sometimes that return “from a time perspective might not necessarily be there and that’s what we solve. We have everything already aggregated together.”
The majority of one2one Media’s inventory derives from the local two minutes per hour of cable inventory that is owned and operated by MVPD’s. While some national TV networks also make addressable inventory available—the majority of it VOD—along with some broadcast inventory via smart TV’s, those two sources comprise “less than ten percent of the inventory in the business right now.”
One indication of the value of addressable TV, according to Bologna, is that more than 95% of one2one Media’s advertisers “come back and they usually come back at a higher budget because they see the results.”
This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here. The sponsors for this series are Cadent and one2one Media.
