During next month\u2019s TV Upfront, AT&T\u2019s Xandr Media will unveil \u201ca big upgrade\u201d for television advertising, a main thrust of which will be the use of ads addressable to devices households to frequency cap and manufacture reach. The company will present at it’s first “Xandr Front” event on May 14.<\/p>\n

\u201cThere is a need to upgrade the advertising experience,\u201d says Jason Brown, SVP, Head of Ad Sales Partnerships at Xandr Media. He cites such shortcomings as too many irrelevant ads, too much frequency and commercial overload.<\/p>\n

At the Xandr Front, \u201cyou\u2019re going to hear how we\u2019re using the technology of addressable at scale to solve these issues to create a better advertising experience, to create a better customer experience,\u201d Brown adds in this interview with Beet.TV.<\/p>\n

\u201cIt\u2019s not a complete reinvention of TV advertising but it\u2019s a big upgrade. This year especially brands are going to want to hear about it.\u201d<\/p>\n

The traditional concept of addressability\u2014targeting devices and households and tracking ad outcomes\u2014is getting a \u201cnew flavor that\u2019s trending right now, and it\u2019s frankly just the ability to use the technology to frequency cap and manufacture reach and create a better user experience.\u201d<\/p>\n

According to Brown<\/a>, 50% of all national brands use some form of addressable advertising. Typically, they had been brands selling goods or services to less than 35% of the population, but now consumer packaged-goods and other categories have turned to addressable, too.<\/p>\n

\u201cThey\u2019re typically using the product for reach extension and frequency controlling,\u201d Brown says. Regional brands, particularly \u201csuper regionals\u201d like supermarket chains, are also testing addressable.<\/p>\n

Automotive and financial services advertisers are \u201cwell beyond testing\u201d and the \u201cmiddle phase\u201d with addressable, wherein a couple of campaigns a year had been the norm.<\/p>\n

\u201cMany of them are always on. They\u2019ve realized the light bulb has gone off. They realize the benefits. They\u2019re seeing the ROI around always being in front of their most valuable customers and the ROI it\u2019s delivering for them,\u201d says Brown.<\/p>\n

Mass marketers faced with declining linear-TV ratings and \u201cpricing well beyond inflation\u201d are experiencing over-saturation of heavy TV viewers, because 80% of a schedule can reaches only 30% of households \u201cat a very high level of frequency.” Addressable can add a frequency cap.<\/p>\n

\u201cWhen you do that you reach you reach the heavy TV viewer in a couple of days. The ad comes off the system and then it just extends across every decile. You have this kind of even distribution of deciles.\u201d<\/p>\n

Given AT&T\u2019s own assets and its deals with Altice USA and Frontier Communications on the local level, \u201cWe now represent forty percent of all sellable impressions in the marketplace,\u201d Brown says.<\/p>\n","protected":false},"excerpt":{"rendered":"

During next month\u2019s TV Upfront, AT&T\u2019s Xandr Media will unveil \u201ca big upgrade\u201d for television advertising, a main thrust of which will be the use of ads addressable to devices households to frequency cap and manufacture reach. The company will present at it’s first “Xandr Front” event on May 14. \u201cThere is a need to […]<\/p>\n","protected":false},"author":17,"featured_media":59983,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[4071,5514,6685,7512,7514],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59981"}],"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=59981"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59981\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59983"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}