Household-level targeting of TV ads is not a distant reality – it’s here and now. You\u00a0just may have to pay more for it, says one ad agency exec.<\/p>\n

“You do have to pay a premium on a CPM basis for addressable,” <\/span>MediaVest advanced media SVP Jonathan Bokor<\/a> tells Beet.TV in this video interview. “<\/span>However, your effective CPM is generally going to be lower if you structure the campaign correctly because there are a lot of impressions that you no longer have to serve.<\/span><\/p>\n

“If someone just leased a car a month ago \u2026 you don\u2019t need to serve them (ads) at that time. In a national cable or broadcast campaign, you\u2019re going to expose all those people. With addressable, you can eliminate them from the target, and you don\u2019t have to pay for that exposure.\u00a0<\/span>You\u2019re eliminating the waste. It is more efficient.”<\/span><\/p>\n

Bokor says MediaVest is currently\u00a0placing super-targeted ads on TV for auto and consumer-packaged-goods advertisers, and is even able to trace the effect of ads all the way through to purchase. ”\u00a0These are things we\u2019ve want ed to do for as long as television\u2019s been around,” he says.<\/span><\/p>\n

We interviewed him last month at an event hosted by Mediaocean on the topic of Social TV.<\/p>\n","protected":false},"excerpt":{"rendered":"

Household-level targeting of TV ads is not a distant reality – it’s here and now. You\u00a0just may have to pay more for it, says one ad agency exec. “You do have to pay a premium on a CPM basis for addressable,” MediaVest advanced media SVP Jonathan Bokor tells Beet.TV in this video interview. “However, your […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[],"tags":[5265,2950,3102,3337,3777,2782,5138],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36285"}],"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=36285"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36285\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=36285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=36285"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=36285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}