Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions.
Addressability is “about having that data layer and understanding that data becomes humans and humans are data, and being able to understand exactly who you’re targeting,” Lisa Giacosa, chief investment officer at Publicis Groupe’s Spark Foundry, said in this interview with Beet.TV.
Such addressability is “in terms of being able to overlay that on linear reach, to make linear work harder for us. So targeted linear reach, sometimes known as DDL, data-driven linear,” she said. “Or true addressability, so, understanding exactly who you’re going for within a CTV environment.”
Because more than 75% of linear television impressions go into 30% of U.S. households, addressability has become necessary for brands to make their campaigns more proficient.
“It has to be something that’s in your mix if you want to have a TV experience with your consumers,” Giacosa said. “You have to be in that addressable environment in order to build incremental reach and ensure that you have visibility of your brand across your whole audience.”
You’re watching Beet.TV coverage of “Go Addressable 2024: TV, Unified – The Intersection of Addressability & Innovation,” presented by Go Addressable. For more videos, please visit this page.
