MIAMI — In the future, advertisers could reach individual households with customized, targeted TV ads.<\/p>\n
In fact, that future is already happening. It’s called “addressable TV”, and\u00a0recent\u00a0estimates of the number of addressable US TV households count about 45m properties<\/a>.<\/p>\n So what’s next in the addressable journey? Beet.TV convened a panel of leading exponents to offer their views.<\/p>\n Innovation will start\u00a0in Europe – Dave Downey<\/a>, CEO, INVIDI<\/a>:<\/strong><\/p>\n “We launched the most sophisticated targeting system in the world in Brussels. It\u2019s a cloud-based decision system, it supports several million simultaneous linear buys<\/p>\n “We pioneered that technology in Europe hoping to bring it back to the United States. You …\u00a0get this system going in the United States and the first reaction of the MVPD owners is, ‘I want to keep this for my inventory,’ because they\u2019re getting great results.<\/p>\n “Well we, of course, always wanted to do it with NBC and CBS and ABC because that\u2019s where the big money is. So a lot of our innovation goes and happens in another market with an eye towards, ‘When will it be ready for the States?’ And I think we\u2019re getting close.”<\/p>\n National addressable will happen – Scott Ferber<\/a>, CEO, Videology<\/a>:<\/strong><\/p>\n “There will be MVPDs, broadcasters\u00a0… all selling addressable-linear\u00a0… in the future. It’s a combination of … the technological deployment, the business model\u00a0and… the human condition.<\/p>\n “We all have to get comfortable with the fact that the world is changing, be okay with changing it. Twenty\u00a0years ago, the idea of saying you were tethered to some sort of electronic device that was always with you, you\u2019d be like, ‘Are you kidding me?’ So that\u2019s the human condition element.”<\/p>\n Addressability will hit scale – Brian Cordes<\/a>, director, AT&T AdWorks<\/a>:<\/strong><\/p>\n “The marketplace is demanding it. We\u2019re at over 50 million households right now. Projections are that, by 2020, we\u2019ll be in over 80% of households nationally.<\/p>\n “What\u2019s been happening with advertisers demanding these\u00a0increased metrics and accountability is something that\u2019s going to drive us forward and I think it\u2019s inevitable for it to happen on a national scale.”<\/p>\n This panel was moderated by The Vertere Group\u00a0CEO Tim Hanlon<\/a>.<\/em><\/p>\n This panel\u00a0was conducted at Beet Retreat 2016: The Transformation of Television Advertising<\/a>, an executive retreat presented by Videology with AT&T AdWorks and the 605<\/a>. Please find more videos from the event here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" MIAMI — In the future, advertisers could reach individual households with customized, targeted TV ads. In fact, that future is already happening. It’s called “addressable TV”, and\u00a0recent\u00a0estimates of the number of addressable US TV households count about 45m properties. So what’s next in the addressable journey? Beet.TV convened a panel of leading exponents to offer […]<\/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":[5878,1],"tags":[5301,3117,4071,5528,5607,5901],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44080"}],"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=44080"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44080\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44080"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44080"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44080"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}