Tuesday, 30 January 2007

Micro Addressable Media Coming to a TV Near You

The emergence of IPTV as a viable platform and advances made by tech providers and cable TV companies will mash up two worlds - one where ensuring relevance based on data is second nature and the other with lean-back receptivity. We have been able to target TV ads to the zip-code level for some time - the next step, to the household, is full of promise.

Visible World - a leader in the field and Cablevision are about to launch a campaign to test TV spot targeting on the household level. Consumer demographics plus viewing and shopping habits will be used to pinpoint the commercials. Imagine knowing that viewer X has a car lease due for renewal in 3 months and being able to get a specifically messaged ad to her...

If we can integrate the results of a given spot in real-time then the possibilities are endless.

10 comments:

Norman Guadagno said...

Will be interesting to see how this addresses exactly who is watching the show. Would hate for targeted ads to overwhelm the kids when they are watching. Or, perhaps the ads become "hey kids, don't you think daddy needs a new flat screen tv!"

Mark Taylor said...

Very good question, a real limitation of household level.

Trevor Attridge said...

The issue of true addressability will always be the case with the ‘household’ – IPTV will however allow relevance on many levels :

Geographic – local suppliers will be able to participate in promotion which has previously only been exclusive through the local press. This is being demonstrated through http://www.spotrunner.com/ allowing local businesses to produce geographic based advertising – their model still uses traditional broadcast methods however IPTV will simply enhance the speed to delivery and targeting capabilities further.

Viewing intelligence – Ratings systems will no longer be measured on averages, rather than actual – this has a profound effect on the way advertising is sold compared to today

Interaction and relevance – the ability to change parts of the programming to offer different story lines based on household profile or actions during the viewing. This in turn offers opportunity to actually make programming complimentary to advertising messages. No longer should we be subjected to ad-hoc messages which offer no relevance to my present state of viewing – for example sofa adverts being shown directly after the news articles of Sadam Hussein’s hanging.

To your point of the ‘ flat screen ‘ – the issues around demographics will have to be handled with corporate responsibility. The power to target ‘ effectively ‘ and repeatedly impressionable groups such as the young or those in need could in effect be the re-emergence of the door to door double glazing hard sell.

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