Showing different commercials to different viewers during the same TV shows promises to make advertising much more efficient for marketers. With that incentive, addressable TV is forecast to grow as media companies continue to adopt technology to personalize the viewing experience for consumers.
“As advanced targeting continues to become more standardized, it’s becoming easier to execute,” David Borstein, senior vice president of digital and social sales at Fox Corp., said in this interview with Beet.TV. “Addressability will continue to grow because it serves a lot of the needs that marketers and buyers are seeking.”
The flexibility to secure ad placements either programmatically or through direct insertion orders is a key advantage of addressability. It also offers a way to reach target audiences through digital formats such as streaming video that have become more popular.
“Probably the biggest reason we’re seeing the adoption of addressable is that it’s becoming more and more a core component to an overall buy,” Borstein said. “Now, we can talk to our clients about how they can use our digital environments to not only target, but more tactically use addressable to reach the highly desirable consumers they’re seeking.”
Power of Live Sports
Live sports are a key staple of linear television, having an immediacy that can’t be time-shifted like other kinds of programming. Sports also offers a way to increase fan engagement with supplemental content on digital platforms.
“The modern sports fan is obviously looking for ways where they can find additional information about their favorite players and teams,” Borstein said. “At Fox Sports, it’s really about us creating access where that sports fan can not only engage with our content but also get the information that they’re seeking.”
He cited burger chain Wendy’s as a key partner in Fox’s broadcasts of college and professional football. To help generate interest in upcoming broadcasts, Fox Sports runs surveys on Twitter to ask fans to suggest which additional livestreams they’d like to see.
“Really, the challenges are educating brands about the modern sports fan … making sure we’re creating access for our partners and for fans to seek and get access to our content … and finding ways where we can enhance the live experience,” Borstein said.
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