Not only is addressable television advertising cheaper than direct mail, it enables smaller advertisers to harness the sight, sound and motion of TV and prepares them for a future in which all media will be addressable and programmatic. That\u2019s the uptake from Tracey Scheppach, whose agency has done more than 200 addressable campaigns.<\/p>\n

\u201cWhat we have found over and over and over again is that TV works and addressable TV works harder,\u201d Scheppach says in an interview with Beet.TV at the Chicago offices of Publicis Media Exchange, where she is EVP of Precision Video.<\/p>\n

It\u2019s not often that someone mentions addressable TV and old-fashioned direct mail in the same sentence, much less in a cost comparison scenario. Scheppach does so to provide both contrast and similarity.<\/p>\n

\u201cDirect mail advertisers, their average cost of a mail piece is about a dollar. In TV speak that\u2019s a thousand dollar CPM,\u201d Scheppach<\/a> says of the expense to reach one thousand prospects. \u201cThe CPM\u2019s of addressable advertising are significantly less than a thousand and they combine the ability of sight sound and motion with essentially the same delivery mechanism.\u201d<\/p>\n

What is that common delivery venue? \u201cSending a message to an individual street address, whether it be a mailbox or a set-top box,\u201d Scheppach says.<\/p>\n

The industry is only beginning to see the potential of addressable TV because the focus has mainly been on national advertisers. \u201cIt ushers in the opportunity for smaller marketers with a smaller budget to get on TV for the very first time,\u201d she explains.<\/p>\n

Two examples are Allstate promoting renters insurance and online prescription eyeglass and sunglass marketer Warby Parker. Not long ago, the rule of thumb was that having a presence on TV meant committing at least $20 million. \u201cIf you didn\u2019t have $20 million, don\u2019t bother getting on television,\u201d was the thinking, according to Scheppach. \u201cAllstate represents a very large advertiser, but they would never be able to advertise renters insurance because renters are a smaller population and therefore not a mass game, which is what television used to be.\u201d<\/p>\n

She believes that addressable TV \u201cis being niched\u201d and that it\u2019s actually \u201ca much bigger idea.\u201d That\u2019s because in the end, all media will be addressable in the end and eventually all media will be programmatic.<\/p>\n

\u201cThat is the future state that we\u2019re moving to,\u201d Scheppach says. \u201cThe opportunity to do addressable television will teach marketers how to do the future of television and how it will be combined with other cross media as all media becomes digital.\u201d<\/p>\n

This video is part of a series presented\u00a0by DISH Media Sales.\u00a0For more videos from the series,\u00a0please visit this page<\/a>.<\/em><\/p>\n

To learn more about addressable advertising and its benefits, download<\/a> the Addressable Viewpoint Report:<\/em><\/p>\n

<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Not only is addressable television advertising cheaper than direct mail, it enables smaller advertisers to harness the sight, sound and motion of TV and prepares them for a future in which all media will be addressable and programmatic. That\u2019s the uptake from Tracey Scheppach, whose agency has done more than 200 addressable campaigns. \u201cWhat we […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5874],"tags":[3269,4819,5972,5973],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43041"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43041"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43041\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43041"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43041"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43041"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}