SAN FRANCISCO \u2013 Based on a survey of 88 Association of National Advertisers members and the Everett Rogers innovation adoption model, addressable television advertising has reached its inflection point and will grow quickly. This is because 15% of respondents regularly include addressable in their TV plans while another 35% have experimented with it.<\/p>\n

\u201cThese numbers to me really indicate that we\u2019re at that inflection point, and after all these years of talk and headlines, conferences about it, it\u2019s actually going to start happening,\u201d says Jim Nail, Principal Analyst at Forrester Research.<\/p>\n

Nail presented the findings of the ANA\/Forrester State of TV and Online Video Survey at RampUp 2018, the two-day LiveRamp conference<\/a>. In this interview with Beet.TV, Nail explains why the annual TV Upfront ritual isn\u2019t going away anytime soon and why marketers need to be \u201cdata detectives\u201d in evaluating providers of advanced audience-targeting data.<\/p>\n

According to the Rogers diffusion of innovations theory, once 15% of market participants have adopted a new innovation and 30% represent the early mainstream, \u201cyou\u2019re at the inflection point, the proverbial hockey stick where the adoption accelerates rapidly,\u201d Nail says.<\/p>\n

In the survey<\/a>, 28% of marketers reported being knowledgeable about addressable TV but haven\u2019t yet entered the market, while 18% said they were aware of it but don\u2019t know enough to use it and 6% said they were not at all aware of it.<\/p>\n

While the industry is \u201cnot going to abandon the Upfronts anytime soon,\u201d mainly owing to greater demand for primetime inventory than there is supply, advanced TV targeting is playing an ever-increasing role in negotiations, according to Nail.<\/p>\n

Nail is \u201creally excited\u201d about some of the companies that are building the tools that buyers need to build TV schedules based on audience targeting beyond age and gender. \u201cNo buyer wants to be dependent on the data that the seller is telling them \u2018here\u2019s who our audience is.\u2019 LiveRamp is certainly making a big contribution to the development of this area,\u201d he says.<\/p>\n

These data providers enable buyers to \u201clet me do my planning myself and then go to the sellers and negotiate from that basis.\u201d<\/p>\n

He calls automatic content recognition technology that helps to track TV viewing and ad exposure \u201ca very promising area of data.\u201d Then he cautions that marketers entering the space need to become data detectives.<\/p>\n

\u201cAll of those platforms promise a lot but you can\u2019t take it at face value. You\u2019ve got to ask who are these users that you\u2019re getting this data from, how representative are they of the viewing audience as a whole.\u201d<\/p>\n

It boils down to \u201cclassic market research nuts and bolts methodology stuff to make sure that the data that you\u2019re getting is really as high quality, as solid as the traditional data sets, like Nielsen, MRI and Simmons.\u201d<\/p>\n

This video is part of a series produced in San Francisco at the RampUp 2018 conference.\u00a0 The series is sponsored by Alphonso<\/a>.\u00a0 For more videos from the series, please visit this page<\/a>.\u00a0\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN FRANCISCO \u2013 Based on a survey of 88 Association of National Advertisers members and the Everett Rogers innovation adoption model, addressable television advertising has reached its inflection point and will grow quickly. This is because 15% of respondents regularly include addressable in their TV plans while another 35% have experimented with it. \u201cThese numbers […]<\/p>\n","protected":false},"author":17,"featured_media":50260,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7090],"tags":[5313,3889,4156,5961,6730,7052,7053,7089],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50147"}],"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=50147"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50147\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50260"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50147"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50147"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}