The head of GroupM\u2019s advanced television unit foresees a shortage of addressable TV advertising inventory unless some big networks begin to offer national avails to augment the traditional two minutes of local time. MODI Media President Mike Bologna says five or six top cable and broadcast networks \u201care engaged in serious conversations with MVPD\u2019s to honestly bring a national solution to addressability.\u201d<\/p>\n

In addition to revising carriage agreements, \u201cThey\u2019re going to have a lot to work out,\u201d Bologna says in an interview with Beet.TV. Issues include technology, business models and infrastructure economics. \u201cBut they will get there,\u201d he adds. \u201cBoth parties seem to be ready, able and willing to at least begin the conversation seriously.\u201d<\/p>\n

With newer entrants like Charter and Verizon boosting overall addressable penetration north of 60 million homes, \u201cThere\u2019s more and more clients involved than ever before in this space,\u201d Bologna says. \u201cWe continue to have a repeat base of clients on addressable campaigns at over 90 percent.\u201d<\/p>\n

While noting that addressable advertising isn\u2019t for every marketer, only about one-third of the plans MODI<\/a> writes result in the recommendation that a client is \u201cbetter off buying nationally and absorbing the waste and taking advantage of the much lower cost per thousand,\u201d Bologna notes.<\/p>\n

\u201cGenerally when you\u2019re talking about an advertiser with a smaller segment, a more expensive product or service, they generate the most value out of addressability,\u201d he says. \u201cThey continue to come back because they\u2019re seeing that it\u2019s generating sales and we\u2019re seeing a positive return on investment.<\/p>\n

The addition of national avails would enhance frequency as opposed to expanding reach.<\/p>\n

\u201cWith only two minutes per hour and with all the new advertisers coming on, the demand will eventually outweigh the supply,\u201d even if the addressable footprint expands to 75 million households, Bologna says. \u201cBut without the inclusion of national inventory and the influx of all these incremental advertisers, we\u2019re going to need supply. And that supply can only come from one place, and that\u2019s the national avail.\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

To learn more about addressable advertising and its benefits, download<\/a> the Addressable Viewpoint Report:<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The head of GroupM\u2019s advanced television unit foresees a shortage of addressable TV advertising inventory unless some big networks begin to offer national avails to augment the traditional two minutes of local time. MODI Media President Mike Bologna says five or six top cable and broadcast networks \u201care engaged in serious conversations with MVPD\u2019s to […]<\/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":[3091,3269,4524,4851],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43160"}],"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=43160"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43160\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43160"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43160"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43160"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}