That addressable television will increase from 63 million cable and satellite households to 70 million by the end of 2018 is a big number. But behind the scenes, smart TV\u2019s have the potential to optimize addressable campaigns in-flight.<\/p>\n

These trends will help to change the TV business \u201cmore in the next two years than it has in the last fifty,\u201d says Jamie Power, Chief Operating Officer of one2one Media.<\/p>\n

In addition to aggregating linear TV inventory, one2one does the same for addressable video supply. \u201cAnyplace we can apply the same data and then get the measurement on the back end we\u2019ll do it,\u201d whether it\u2019s OTT, mobile or desktop, Power adds in this interview with Beet.TV.<\/p>\n

Goals vary by advertiser needs\u2014from sales lift, web traffic or foot traffic to physical locations. \u201cWe can even tie addressable exposure back to social media chatter.\u201d<\/p>\n

Post-campaign analysis indicates return on ad spend. One2one knows by category and advertisers \u201chow much they can pay and we\u2019re able to go back and adjust the pricing,\u201d Power<\/a> adds. \u201cSo you\u2019re able to finally ad some transparency to television and see what works, what doesn\u2019t work.\u201d<\/p>\n

Knowing what doesn\u2019t work is valuable feedback \u201cbecause you\u2019re able to go and make adjustments to future campaigns.\u201d<\/p>\n

In the simplest terms, MVPD\u2019s that are able to offer addressable advertising have invested in technology to make their set-top boxes function like digital ad servers.<\/p>\n

One2one<\/a> is \u201cstarting to look at matching the smart TV device ID, IP address and ACR technology\u201d to make addressable TV perform more like digital media, which will enable in-flight campaign optimization. Legacy systems cannot do this because \u201cit takes a couple of weeks to populate the set-top boxes and get the right messages to right households,\u201d Power says.<\/p>\n

For brands with very broad consumer targets, addressable might not make sense unless, say, those brands want to conquest against competitors. Many advertisers start testing addressable by working with one TV provider then scale up from there.<\/p>\n

Power cites the example of an online retailer with which one2one has worked for four years. At the beginning, the retailer\u2019s total targeted households were 700,000 and it achieved a return on ad spend of $300,000. This year, its campaign reached more than seven million households and its return was in excess of $6 million, according to Power.<\/p>\n

This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here<\/a>. The sponsors for this series are Cadent and one2one Media.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

That addressable television will increase from 63 million cable and satellite households to 70 million by the end of 2018 is a big number. But behind the scenes, smart TV\u2019s have the potential to optimize addressable campaigns in-flight. These trends will help to change the TV business \u201cmore in the next two years than it […]<\/p>\n","protected":false},"author":17,"featured_media":51499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7156],"tags":[4944,5867,6386],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51497"}],"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=51497"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51497\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/51499"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=51497"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=51497"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=51497"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}