SANTA MONICA, Calif. – Marketers are gaining more ways to show different advertising to different consumers during the same television programming as addressability encompasses a broader range of linear and digital channels. Entertainment and media giant Disney has made a significant push into streaming as advertisers seek to reach consumers on any viewing device.
“If I look at Disney’s total viewership for certain programs or sports or different events, the viewership obviously used to be more heavily weighted in linear. If you look at it now, it’s equal,” Jamie Power, senior vice president of addressable sales at Disney, said in this interview at the Beet Retreat Santa Monica, “and in some cases, more eyeballs are occurring and impressions in a streaming environment.”
Cost-Effective Campaigns
Some advertisers may have considered addressable advertising to be too expensive when comparing its cost-per-thousand (CPM) with traditional linear television. However, improved audience targeting can give marketers more bang for their media buck.
“Actually, it’s the most efficient thing on the plan if you actually do the math and see that you’re reaching the audience as efficiently as possible,” Powers said. “Everyone kind of understands the value proposition and is figuring it out.”
Looking ahead to the next year, Powers says advertisers will have a growing set of tools to not only improve their targeting with addressable television, but also to automate more of their media buying through programmatic systems. Disney seeks to give advertisers as many ways as possible to reach audiences across traditional linear channels and its streaming platforms including Disney+, ESPN+ and Hulu.
“We’re at the point that we have access to all of this data and it needs to be used in a different way,” Powers said. “And then automation, I think, is key to moving the marketplace forward.”
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