SAN JUAN, Puerto Rico\u2014The advanced television train has left the station. And while the addressable TV car lacks certain systemic, logistical and executional amenities, testing addressable makes sense for at least half of all advertisers, says Mike Bologna, President, one2one media, Cadent<\/a>.<\/p>\n \u201cWhat I think that we should focus on more is the value proposition of addressability. If you plan your segment properly, if you pay the appropriate price and most importantly you measure it accurately, you will see a return on your investment that far exceeds the work required to get there,\u201d Bologna adds in this interview at the recent Beet Retreat 2018<\/a>.<\/p>\n Putting the considerable work involved aside, would it be better to just pitch addressable as a smarter way of buying than traditional age\/sex demographics? Only if advertisers are willing to accept the math at face value, according to Bologna.<\/p>\n As an example, he cites an advertiser that thinks it\u2019s paying a $25 CPM to reach women ages 25-54. But if its real target is women 25-54 who have two children and purchase a particular brand of yogurt, that $25 can end up being $75. \u201cSo if you can hit that target at thirty-seven dollars in an addressable manner, you\u2019ve far exceeded the value. And then you tie it back to sales and you measure the lift. And nine times out of ten, it\u2019s going to wind up in your favor.\u201d<\/p>\n While there\u2019s plenty of brands for which addressability doesn\u2019t make sense, even categories like toothpaste and shampoo might try it in search of market share shift. \u201cThere\u2019s so many strategic approaches, which goes back to some of the logistical challenges.\u201d Given the work and time involved, \u201cmany agencies and advertisers don\u2019t have the bandwidth or the skillsets set up internally to execute it on.\u201d<\/p>\n One major hang-up is the desire for some common denominator to arise \u201cand there just isn\u2019t one. \u201cSo where we\u2019re all looking for universal media execution, measurement and analytics we\u2019re pretty far from that.\u201d<\/p>\n