Addressable television advertising removes the conjecture surrounding the fragmented viewing behavior of today\u2019s audiences, according to Brienna Pinnow. \u201cWith addressable, I don\u2019t have to guess if my audience is watching Shark Tank or Sharknado,\u201d says Pinnow, who is Director of Product Marketing for Experian Marketing Services.<\/p>\n
\u201cI actually get to target the right person at the right time, no matter what content they\u2019re consuming or when they\u2019re consuming it,\u201d she adds in an interview with Beet.TV.<\/p>\n
Experian has been working with content distributors like DISH TV \u201cto have this perfect marriage of data and subscriber information,\u201d Pinnow says.<\/p>\n
Experian applies its vast trove of consumer data to DISH\u2019s<\/a> subscribers \u201cso that advertisers can finally go beyond age and gender and actually target people based on thousands of other attributes,\u201d she explains.<\/p>\n Beyond targeting people at the household level, addressable TV \u201copens the door to closed-loop campaign reporting,\u201d according to Pinnow<\/a>. \u201cDid that commercial, did that frequency, actually get people to come into a dealership or a store location and spend a certain amount of money? That\u2019s the power of closed-loop reporting,\u201d she says.<\/p>\n An added benefit of addressable is that it generates learnings that can be applied to linear TV buys. \u201cDISH and Experian are able to do that for advertisers across verticals, show them the true return on ad spend for their TV buys, which is so different than what it was in the past,\u201d Pinnow says.<\/p>\n At its core, addressable relegates to the past targeting by something as simple as age and sex. \u201cI think everybody can think about themselves and they know that they are so much more than just those two things,\u201d says Pinnow. \u201cAnd so that\u2019s the beauty of addressable TV. You get to take potentially thousands of other data attributes, life moments, and use that to trigger the perfect message at the perfect time.\u201d<\/p>\n This video is part of a series presented by DISH Media Sales. For more videos from the series, please visit this page<\/a>. <\/em><\/p>\n