Moves by big US TV networks to guarantee TV ads\u00a0targeted at specific audiences using\u00a0data beyond mere demographics have been welcomed by a major media\u00a0agency.<\/p>\n
Several of the big US TV networks have declared they will\u00a0make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads on linear TV to guaranteed audiences.<\/p>\n
The recent announcements included:<\/p>\n
Speaking with Beet.TV in this video interview, Starcom USA investment and activation president Amanda Richman<\/a> welcomed the moves.<\/p>\n “The networks leaning in to their audience optimisation products \u2026 demonstrates that they are committed to understanding we do need more precise targeting, we are pushing harder for more granular measurement,” she said.<\/p>\n “Doing that in premium environments is certainly welcome.<\/p>\n “Much of the targeting and optimisation that\u2019s been happening in digital can now been brought in to the television space.”<\/p>\n Richman also\u00a0observes an “explosion of content” presenting “new opportunities for us to find that audience in different spaces”, including the\u00a0possibility of shorter and more interactive TV ad formats.<\/p>\n