One of the easier sells when it comes to addressable television advertising is the entertainment category, where advanced targeting can give a major boost to tune-in messaging. \u201cI think it is something that we feel is a pretty integral part of the buy. We\u2019re beyond trying to extol the virtues of addressable. It\u2019s a base part of the plan,\u201d says Mike O\u2019Connor, Horizon Media\u2019s SVP and MD of Video Investment.<\/p>\n

Horizon\u2019s<\/a> client roster includes A&E Networks, Scripps and Turner, in whose category \u201cin terms of driving viewership and tune-in to programs that we\u2019ve seen a lot of success with addressable TV because you can really hone in a specific audience,\u201d O\u2019Connor adds in this interview with Beet.TV.<\/p>\n

\u201cYou can really identify who the target is, see how that target performed when you delivered the message and then also see how that target performed when you didn\u2019t deliver the message. We\u2019ve seen that there can be a lift of twenty, thirty percent in terms of tune-in, which is obviously a huge lift when you\u2019re trying to drive next day ratings.\u201d<\/p>\n

For clients in other categories, addressable is not as easy a sell. It all begins by deciding on particular campaign results, according to O\u2019Connor.<\/p>\n

\u201cWe have to dig in and look at the target we\u2019re trying to reach. Is it worth going the addressable route? Is there enough waste there? Is there a specific enough target that we can deliver a message to, or are we okay with kind of the spillover into a larger buy?\u201d<\/p>\n

Although advertising inventory of the various virtual MVPD\u2019s is \u201cstill a pretty small portion of the overall universe,\u201d it does have its values.<\/p>\n

\u201cWe do have clients that are reaching out and buying those specifically, particularly a lot of our digital-first accounts, whether it\u2019s ecommerce or brands like that. We use that to drive down costs to some degree,\u201d says O\u2019Connor<\/a>.<\/p>\n

He sees huge opportunity for the VMVPD\u2019s \u201cparticularly when you think about something like a DISH and a Sling, is where you can supplement something like an addressable TV buy and you can use the Sling as a portion or complement to what you\u2019re doing through the traditional or satellite set-top box.\u201d<\/p>\n

A constant thread regardless of the platform is more advanced audience targeting. \u201cI don\u2019t think that there are many advertisers out there saying \u2018just give me adults eighteen to forty-nine,\u201d says O\u2019Connor.<\/p>\n

This video is part of the Beet.TV series titled Targeting Today\u2019s TV Viewer sponsored by DISH Media Sales. It is published along with this DISH Media Sales Straightforward Guide in ADWEEK<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

One of the easier sells when it comes to addressable television advertising is the entertainment category, where advanced targeting can give a major boost to tune-in messaging. \u201cI think it is something that we feel is a pretty integral part of the buy. We\u2019re beyond trying to extol the virtues of addressable. It\u2019s a base […]<\/p>\n","protected":false},"author":17,"featured_media":54546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7369],"tags":[3585,3898,4508,5572,6167,6882,7374],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54544"}],"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=54544"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54544\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/54546"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=54544"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=54544"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=54544"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}