The hot discussion in the crossover of television and advertising technology is about household-level TV ad targeting. So-called “addressable” TV is slowly\u00a0becoming a reality in some markets, promising markets internet-style specific targeting.<\/p>\n

But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic…<\/p>\n

Modi Media president Mike Bologna<\/b><\/span><\/p>\n

“Almost 50%, 47 million households, of the United States now has the ability to insert an ad at the household level.<\/span><\/p>\n

“Demand is where it gets a little bit tricky.\u00a0<\/span>To truly benefit \u2026 the advertiser needs to know who they really want to reach\u2026 a really granular segment.\u00a0<\/span>This requires advertisers to think about, \u2018Do I want to reach drivers of a specific vehicle?\u2019\u00a0<\/span>That requires pooling together different data sources.”<\/span><\/p>\n

Starcom MediaVest SVP Steve Murtos<\/b><\/span><\/p>\n

“As we start to scale, we need more automation.\u00a0<\/span>Agencies need to help advertisers understand how to think about this, what the right sequencing of messaging is.”<\/span><\/p>\n

AT&T AdWorks Rick Welday<\/b><\/span><\/p>\n

“It\u2019s such a different mindset from an agency perspective. This is very different (from traditional ad-buying).\u00a0<\/span>There\u2019s an evolution that still has to occur within the agency space to help customers understand that we\u2019re no longer purchasing premium content – we\u2019re pursuing the audience<\/em>; the audience becomes addressable.”<\/span><\/p>\n

Citi senior media manager Kim O\u2019 Connor<\/b><\/span><\/p>\n

“On our end, people are way more excited about the idea of being targeted and addressable than the idea that you\u2019re going to run spots in Big Bang Theory<\/span><\/p>\n

“The challenge is, the space is a little bit fractured. Five different providers, you have to go to each provider to get individual cost, there are five different research studies.”<\/span><\/p>\n

Programming Note: \u00a0Murtos will be speaking at the Beet Retreat next month in Florida<\/a>about this and related topics.<\/p>\n

He was\u00a0interviewed last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with\u00a0Beet.TV \u00a0Please find more videos here<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The hot discussion in the crossover of television and advertising technology is about household-level TV ad targeting. So-called “addressable” TV is slowly\u00a0becoming a reality in some markets, promising markets internet-style specific targeting. But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic… […]<\/p>\n","protected":false},"author":15,"featured_media":35991,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5433],"tags":[5265,2950,5268,4231,4523,5111,5452,5470,5471,5472,5473,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35931"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=35931"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35931\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/35991"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=35931"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=35931"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=35931"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}