Publishing Digiday spoke about the technology adressable TV, which allows marketers to adjust the television for the viewer. Technology addressable TV needs to show a certain commercial on the TV at a specific address. Instead of having to run the same ads to all the viewers of the popular show, marketers can show different ads to different people — each person is the one that fits him best.
To choose who is which ads to show, marketers are using data obtained from multichannel television distributor (in America MVPD) or providers of pay TV (Time Warner, Verizon and Dish). The data include zip code, income level of the people who live in the apartment, their age, gender and so on. Advertising model adressable TV is analog digital targeting for TV ads. TV commercials are broadcast not just primarily for the target audience (through the selection of more specialized channels and programs), but only for the target audience of the product.
Only the unit consumption of TV content is not one person, but household. Accordingly, targeting the floor is not always possible, but the indicators of income, presence of children, age and so on can be used.
The data that they collect television providers, are not sufficient for accurate targeting. So marketers connect them with the data gathered for their CRM. Information about how a person behaves on the Internet that he bought earlier, e-mail address and logins to various web platforms.
If, according to CRM, the man recently bought the Axe body spray, a marketer can show him is a deodorant of the same brand. But will just have to hope that in the time of advertising before the TV will he, not his roommate. Yet it is impossible to determine who is watching TV at the time, when we do show ads. We have no tools.
We rely only on the data such as time of day or the channel. According to TV analyst Alan Wok, the biggest problem is that many people are not enough “advanced” technique. Not all homes have a set-top box, capable of transmitting data required for adressable.
According to Voka, in ten years everyone will be your login to access the TV. This will propel the technology forward adressable TV. According to the report, Video Advertising Bureau, at the November 2016 Addressable TV worked in 42% of American homes.
The report predicts that by 2020 it will grow to grow to 74%. Technology is changing linear TV viewing, this trend is seen very clearly. In the West the focus of advertisers several trends that are new to our market — addressable TV and advanced TV. In Russia also emerging ad technologies at the intersection of TV and online advertising.
Large advertising agencies are actively developing the technology of programmatic TV, which will eventually lead to the development of advaced TV and addressable TV in our country. Advanced TV is a TV that the user manages, not only choosing content, but also engaging in interaction with advertising, leaving feedback advertisers. Addressable TV technology allows you to show targeted ads to users of IPTV, and in Russia, in early 2016, Internet TV for subscriber growth surpassed the satellite (according to the report of TMT consulting), and it certainly gives a basis for the development of.
In the West, addressable TV is a strong trend in mid 2016 in the US, there were 42% of households connected to adressable. And all this will soon develop and we have, the more active development of technologies for Smart TVs and enrichment of digital TV products is moving by leaps and bounds. Smart TV have today is a for the formats of accommodation in the direction which moves the television advertising industry.
So, in addition to the standard metrics of efficiency, our advertisers with brand lift tool (research that represents the user surveys directly during commercials) can get data on memorability, informativeness, understanding, level of mind, level of knowledge about the brand. These data open up new possibilities in the evaluation of the communication strategy of the brand that allows you to affect the future course of the campaign. And the next step may well be able to target the households and separate groups of users, which will lead to a new quality video. Send your speakers and case studies about advertising and marketing on [email protected]