SANTA BARBARA, CA \u2013 Planning and executing addressable television campaigns still means pulling together a variety of resources, but if Xandr<\/a> can help to simplify that it will further facilitate bringing TV into the lower part of the sales funnel, according to Mike Law.<\/p>\n

\u201cWe\u2019ve really been optimistic about the space,\u201d says Law, who is EVP, Managing Director, US Media Investment, Amplifi (Dentsu Aegis Network). \u201cI think the innovation and the technology the scale of the number of people we can hit and the improvement of data sources across the board has made addressable that much more viable on a media plan.\u201d<\/p>\n

In addition to more scale, there\u2019s more data to provide understanding about consumer behavior and the best ways to target them, Law explains in this interview with Beet.TV. at the recent Xandr Relevance Conference<\/a>.<\/p>\n

\u201cAnd then on the back end, being able to understand did they actually follow through, make a purchase, go to a store, follow them throughout the full process,\u201d Law adds.<\/p>\n

Asked about the workload required for addressable TV, Law<\/a> says it takes commitment and harnessing different resources. \u201cI think you need to work with your analytics teams, you need to work with your clients very closely about what their goals are. So it is bringing a lot of people together on both sides.\u201d<\/p>\n

On the program distributor side, each vendor can represent a silo of sorts, so \u201cit\u2019s really our responsibility to bring that together to think about how can we maximize what we\u2019re getting out of this.\u201d<\/p>\n

Part of the process is helping clients determine how addressability fits into their overall planning, given its utility in targeting specific households. \u201cAs we think about it, you have reach happening across the marketplace, but in traditional television and across other channels we\u2019re really getting to the top of that reach curve very quickly now and then it\u2019s frequency and we\u2019re just kind of running rampant at the top of the reach curve.\u201d<\/p>\n

In moving TV into the lower part of the funnel, it\u2019s less about brand awareness than it is getting closer to consumers\u2014right now at the household level. Law describes a \u201cone ad in one room versus in another room\u201d approach \u201cthe ultimate dream, although we\u2019re not quite there yet.\u201d<\/p>\n

This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page<\/a>. This Beet.TV program is sponsored by Xandr, a unit of AT&T.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SANTA BARBARA, CA \u2013 Planning and executing addressable television campaigns still means pulling together a variety of resources, but if Xandr can help to simplify that it will further facilitate bringing TV into the lower part of the sales funnel, according to Mike Law. \u201cWe\u2019ve really been optimistic about the space,\u201d says Law, who is […]<\/p>\n","protected":false},"author":17,"featured_media":56290,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7443],"tags":[6610,6616,7512,7515,7534],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56288"}],"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=56288"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56288\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/56290"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=56288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=56288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=56288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}