SANTA MONICA — The new capabilities of “addressable” TV allow more granular targeting than mere demographic or show-adjacent placements of traditional linear ever afforded.
But what exactly are the big recent developments?
In this video interview with Beet.TV, Jason Brown, SVP, Head of Advertising Sales, DIRECTV Advertising, spotlights two key recent trends.
1. The new day-part
Brown, whose company has been an early pioneer in offering audience addressability to ad buyers, says ad agency holding groups are using the channel in a way that effectively creates a new TV day-part, “the light TV day-part”.
“They’re using our set top box data to understand which households were not exposed at all or lightly exposed (to an ad campaign),” Brown says.
“They’re using our addressable technology to target directly to those households or retarget those households.
“It’s bringing in a lot of new, more broad-based advertisers.”
2. Rebound effect
Brown says advertisers are also using addressable TV to zero-in on lapsed customers.
Many of them might have been more active before pandemic lockdowns. Now brands are turning to addressable’s new capabilities to tempt them out again.
“There are a host of advertisers that are using addressable to kind of win back their customers,” Brown says. “Internally we call it the ‘rebound strategy’.
“We’re seeing cruise lines, hotels, casual dining (and) restaurants that are trying to get back lapsed, customers.
“They have first-party files on these lapsed customers, or they might be using third-party files to just message directly to those matching households to get them back into physical locations.”
Time and identity
Still, why else would an ad buyer continue to use linear TV, even addressable, when digital platforms, according to popular perception, offer so much more? One answer is time-spent.
Brown says: “We average three (to) three-and-a-half hours of usage a day. When you think of other platforms or other apps that are also addressable-capable, they might only average a half-hour a month.”
That is not to mention MVPDs often having detailed data on audiences by virtue of having a billing relationship.
You are watching coverage of Beet Retreat Santa Monica 2022, presented by Ampersand, MiQ, Nielsen, PubMatic, T-Mobile Advertising Solutions and The Trade Desk. For more videos from the Beet Retreat, please visit this page.
