LONDON — So far in the evolution of addressable TV advertising systems, the big secret has been the extent of operations that are actually performed manually.
Next up, ad-buying agencies and other users deserve to jettison some of that manual work, says an exec from one company trying to make it happen.
In this video interview with Beet.TV, Jamie Power, the chief operating officer at Cadent’s one2one Advertising, discusses the recently-launched Cadent Advanced TV Platform, a way for national ad buyers to purchase addressable (household-targeted) TV ads nationwide.
“Addressable TV, I’ve lived through it for the last five years and without any real technology, it’s really hard, it’s manual,” Power concedes.
“What we’ve been able to do is leverage tons of our historical data in the platform, giving predictive analytics. So people can learn from our mistakes and be able to deliver optimal, addressable TV campaigns.”
Cadent Advanced TV Platform is being beta tested by three agencies. Rather than complete ad buys using back-and-forth emails, they fill in campaign parameters and budgets, before the platform is optimized based on goals.
“If it’s a CPG brand, and they want to get new customers, versus get their existing customers to purchase more, there would be a variance in the frequency, and we’ll take that into consideration when we’re planning,” Power says.
She says addressable TV is in its early days, with insufficient numbers of people with expertise.
She says technology that allows agency staff to retain control whilst uploading their own data sets and buying real-world addressable ad campaigns allows them to do less manually and builds overall momentum.
This video is part of Beet.TV’s coverage of the Future of TV Advertising Forum 2018, London. The series is sponsored by Finecast. For more segments from the series, visit this page.
