Technology has done amazing things to create a variety of ways people can consume premium television content, helping to spark a \u201cgolden age\u201d for content creators. But is the same technology and the data it enables encouraging the hyper targeting of audiences just because the capability exists?<\/p>\n

David Sable is quick to point out that algorithms for TV buying are nothing new, as spot TV was traditionally purchased based on CPM\u2019s\u2014the algorithm of the day. In this interview with Beet.TV, the Global CEO of Y&R discusses the seeming dichotomy that is TV everywhere and the growing urge to micro target audiences.<\/p>\n

\u201cIt\u2019s complex because the promise of so much data and so much targeting makes one think that that\u2019s what they have to do. That you have to be super targeted,\u201d Sable says.<\/p>\n

He references Facebook, Mars and Procter & Gamble Chief Brand Officer Marc Pritchard as advocating a wider approach to reaching audiences. \u201cWe\u2019ve always looked for better ways to target,\u201d Sable says. \u201cI think the problem is we\u2019re in a world of because we can we do, as opposed to people taking a step back and thinking about it and saying \u2018what am I actually targeting.\u2019\u201d<\/p>\n

He was experimenting with what is now known as addressable TV advertising roughly 15 years ago at direct-marketing agency Wunderman. And while he believes addressable is \u201cgoing to be important,\u201d he fears that \u201chyper micro targeting is creating an echo chamber\u201d that keeps getting smaller.<\/p>\n

\u201cDo I really only want to talk to people who are going to buy a car in the next six months, who have a propensity to buy a Ford or a Mercedes and only talk to them? If that\u2019s what you do, you\u2019re going down the wrong path,\u201d he says.<\/p>\n

In a parallel vein, he points to analyst prognostications a decade ago about the bleak future for TV programming because it would all go the way of CGI.<\/p>\n

\u201cThere\u2019s more stuff on location than ever before. Less stuff in studio. Less CGI,\u201d Sable<\/a> notes. \u201cOn the content side, we in the golden age here.\u201d<\/p>\n

He agrees with NBCUniversal ad sales chief Linda Yaccarino on the need for ad-supported programming that fuels the content of popular platforms like Amazon, Hulu and Netflix, as The New York Times reports<\/a>.<\/p>\n

\u201cThey\u2019re selling the stuff that advertising has allowed to be created,\u201d Sable says. \u201cThey\u2019re just reaping the benefit.\u201d<\/p>\n

This segment is part of a series leading up to the 2017 TV Upfront. It is presented by FreeWheel. To find more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Technology has done amazing things to create a variety of ways people can consume premium television content, helping to spark a \u201cgolden age\u201d for content creators. But is the same technology and the data it enables encouraging the hyper targeting of audiences just because the capability exists? David Sable is quick to point out that […]<\/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":[6338],"tags":[5281,5267,4136,4285,5332,5157,5395,6523,6524],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46162"}],"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=46162"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46162\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46162"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46162"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46162"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}