Internet-connected television devices are giving marketers the ability to precision-target ads to individual households.<\/p>\n

But the “addressable” TV advertising opportunity doesn’t have to start and end simply with an all-targeting approach to a TV campaign.<\/p>\n

Some marketers are using the new-wave of addressability features to support an old-fashioned linear TV ad campaign, too.<\/p>\n

That is according to an exec whose company is helping them use connected TV in a spectrum of ways.<\/p>\n

“Connected TV is for all brands,” says Aleck Schleider<\/a>, Amobee<\/a> SVP client and data strategy, in this video interview with Beet.TV.<\/p>\n

“We use a lot of connected television to help brands compliment their TV campaign. Addressable TV doesn’t mean (advertisers) have to reach only homes based on a certain (targeting) attribute – it also can mean (they) want to reach individuals who were not exposed to my linear TV campaign.”<\/p>\n

Amobee, whose TV initiatives took off thanks to its earlier acquisition of Videology Group, helps advertisers buy and sell across 30-second connected TV and other video inventory.<\/p>\n

“It doesn’t always have to be about the application of an attribute to think about addressability,” Schleider continues. “It could be geotargeting … these broadcasters who have all these supplies … can start thinking about taking some local regional budgets. It could be about driving incremental reach.<\/p>\n

“We work with many brands who are using CTV (connected TV) to drive incremental reach because they’re not getting it on television.”<\/p>\n

The early throes of addressable TV ad trading have involved the emergence of real-time bidded inventory. But\u00a0Schleider acknowledges the TV industry, even premium connected TV, will continue to rely on upfront ad sales.<\/p>\n

This video is part of a series from the\u00a0Beet Retreat in the City, \u201cWe\u2019re Going Local!\u201d<\/a>\u00a0hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight and TVSquared.\u00a0\u00a0 Please visit this page<\/a> for additional segments.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Internet-connected television devices are giving marketers the ability to precision-target ads to individual households. But the “addressable” TV advertising opportunity doesn’t have to start and end simply with an all-targeting approach to a TV campaign. Some marketers are using the new-wave of addressability features to support an old-fashioned linear TV ad campaign, too. That is […]<\/p>\n","protected":false},"author":15,"featured_media":61612,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8070],"tags":[7448,7941],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61609"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=61609"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61609\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61612"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61609"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61609"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61609"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}