LAS VEGAS \u2013 Until addressable television advertising achieves greater national scale with less system-by-system logistics, what excites Omnicom Media Group\u2019s Chris Geraci is the potential versioning of commercials. It would involve having versions of creative within a national commercial unit to appeal to different households.<\/p>\n

\u201cWe\u2019re just beginning to experiment with one company that\u2019s involved in that,\u201d Geraci, who is President of National Broadcast for the media agency group, says in an interview with Beet.TV at CES 2017<\/a>.<\/p>\n

He describes it as \u201csort of a rethinking of the whole Canoe idea,\u201d a reference to the 2008 launch of Canoe Ventures by a half dozen major cable operators. The initial concept of the company was to develop interactive TV ads, as ADWEEK reports<\/a>.<\/p>\n

The modern iteration would direct advertising not on a local basis as with addressable, which is limited to two minutes of local advertising inventory, but on a national basis based on what\u2019s known about specific households.<\/p>\n

It could involve \u201cten versions of a particular brand advertisement that has different meanings for different individuals,\u201d Geraci<\/a> says. \u201cBut really it would be in that one commercial position that the advertiser owns with a particular national network.\u201d<\/p>\n

As for local addressable TV ads, \u201cAs you get these distribution platforms to be bigger and of greater scale that can then precisely target households and you\u2019re covering most of the U.S., it becomes a bigger idea,\u201d he adds.<\/p>\n

On the subject of commercial load within programming, Geraci lauds the efforts of media companies like Turner that are experimenting with fewer commercials in addition to offering brands sponsored content opportunities that are complementary with programming.<\/p>\n

\u201cI give them credit for trying to address this head one and de-commercialize at least one of their networks in a major way to see if that\u2019s going to improve viewership,\u201d Geraci says. \u201cLet\u2019s face it. If they build ratings by lowering commercial load then they\u2019ve got more GRP\u2019s to sell. So in their view I guess it\u2019s a practical business model to try and do that.\u201d<\/p>\n

As for branded content that fills in as a substitute for traditional ads, Geraci says Omnicom has experimented with it but the format is limited to advertisers that have \u201ca certain specific message\u201d that ties in well with the content.<\/p>\n

\u201cWhen you\u2019ve got that and can make that work, it\u2019s sort of lightening in a bottle and it\u2019s a wonderful execution to take advantage of. But I don\u2019t think it\u2019s a large scale business that just about everybody can be involved in,\u201d Geraci says.<\/p>\n

This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 Until addressable television advertising achieves greater national scale with less system-by-system logistics, what excites Omnicom Media Group\u2019s Chris Geraci is the potential versioning of commercials. It would involve having versions of creative within a national commercial unit to appeal to different households. \u201cWe\u2019re just beginning to experiment with one company that\u2019s involved […]<\/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":[6105],"tags":[3437,3898,5883,5938,6003,6127,6128],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44246"}],"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=44246"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44246\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}