Every brand looks at the television business differently when trying to target specific audiences. But when they consider addressable TV advertising all of them see \u201ca very fragmented marketplace,\u201d says one2one Media President Mike Bologna.<\/p>\n
\u201cWe\u2019re a one-stop-shop for national addressable scale,\u201d Bologna adds in this interview with Beet.TV. \u201cWe package everything together.\u201d<\/p>\n
To improve simplicity and reduce complexity, \u201cOur business is, for the most part, identifying a particular segment, dynamically inserting a television commercial to that household via that segment, and then tying that ad exposure back to a sale.\u201d<\/p>\n
In describing the addressable marketplace, Bologna<\/a> depicts a landscape with multiple systems, technologies, data sets and reporting scenarios.<\/p>\n \u201cIn the absence of a single platform that ties all of that together, it makes the process laborious, cumbersome, sometimes monotonous and frankly difficult and frustrating.\u201d<\/p>\n To execute addressable TV at scale typically entails \u201cmaking phone calls to eight, ten different systems,” among them MVPD\u2019s, satellite operators, telecom companies and smart-TV providers.<\/p>\n \u201cYou\u2019re applying multiple different data sources, you\u2019re integrating multiple different measurement systems. That\u2019s where the bandwidth comes in and that\u2019s where the complexities come in,\u201d Bologna says.<\/p>\n So even if there\u2019s no question that if executed properly, the return on investment is there with addressable, sometimes that return \u201cfrom a time perspective might not necessarily be there and that\u2019s what we solve. We have everything already aggregated together.\u201d<\/p>\n