Why are we still making it so hard to understand Addressable TV?

Recently, I sat down with my 5-year-old son and explained to him what I do for a living. After a 15-minute conversation he said, “So Mommy, you send commercials to me for things that I like, like M&Ms and apple juice because I like them.” I’ve been working in the advanced television space for more than seven years, and yes, it really is that simple. I explained addressable TV in simple English instead of speaking in acronyms or big, scary words. From experience, I can tell you that the concept of addressable TV is pretty easy to understand: Identify the right households, send messages only to those high-value audiences and have the ability to measure each campaign’s impact against a brand’s KPI. Set-top-box addressable television (via cable and satellite providers) began rolling out more than ten years ago, hitting real scale (70 million households) in the last couple of years. In addition, as traditional TV audiences continue to fragment, OTT addressable applications give marketers the ability to target high-value audiences across all screens.  When speaking to brands or agencies or reading trade publications, I’m constantly surprised at the misconceptions around addressable TV. And the language we use as an industry doesn’t serve the goal of clearing up what’s possible and not possible with the medium. It’s clear that the marketplace cannot truly scale until we all start to speak the same language, understand the true opportunity and come together to create... Continue reading at 'Advertising Age'

[ Advertising Age | 2019-09-30 13:43:00 UTC ]
News tagged with: #viewing habits #nielsen

Other news stories related to: " Why are we still making it so hard to understand Addressable TV? "

Why are we still making it so hard to understand Addressable TV?

Recently, I sat down with my 5-year-old son and explained to him what I do for a living. After a 15-minute conversation he said, “So Mommy, you send commercials to me for things that I like, like M&Ms and apple juice because I like them.” I’ve been working in the advanced television space... Continue reading at Advertising Age

[ Advertising Age | 2019-09-30 13:43:00 UTC ]
More news stories like this | News stories tagged with: #nielsen #viewing habits

The Google TV Streamer makes Apple TV look dated

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[ Fast Company | 2024-08-17 09:00:00 UTC ]
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With a new life and fresh ideas, Sandra Lee makes a TV comeback with a Netflix food competition show

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‘Unfurling tension and menace’: how slow TV like Ripley makes for a truly gripping watch

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'Slow Horses' makes me glad I forgot to cancel Apple TV+

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‘Let’s Talk About Hard Things’ makes a compelling case that we should

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Nielsen Is Adding Addressable Ads to National TV Measurement in Major Shift

For several years, networks and marketers alike have been trying to scale addressable advertising on linear TV, making only minimal progress. Now, Nielsen is about to supercharge those efforts in one of the company's biggest moves in a decade. Nielsen is adding addressable ad measurement to its... Continue reading at AdWeek

[ AdWeek | 2020-11-10 14:00:00 UTC ]
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Nielsen Boosts Addressable TV Ambitions With Tru Optik Tie-Up

Nielsen is beta testing new features in its addressable TV platform through a data-integration with Tru Optik, a company recently purchased by TransUnion for a reputed $100 million. The tie-up will see Tru Optik's identity data from more than 80 million homes fuel Nielsen's addressable TV... Continue reading at AdWeek

[ AdWeek | 2020-10-14 10:00:00 UTC ]
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Snoop Dogg to make 'hood TV show' adapting Joe Ide's IQ series

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[ The Bookseller | 2020-06-03 14:06:32 UTC ]
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Kiran Millwood Hargrave: 'Some readers have found the ending hard to understand'

Kiran Millwood Hargrave answers our questions about her YA reimagining of Dracula, The Deathless Girls (Bellatrix), which has been shortlisted for the YA Book Prize 2020.   Continue reading at The Bookseller

[ The Bookseller | 2020-04-28 16:22:04 UTC ]
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Nielsen’s Advanced TV Push Continues With Addressable Platform Beta Test

Less than a year after creating a video advertising group dedicated to expanding available addressable TV inventory, Nielsen is taking another step toward an addressable future. The company today is introducing a beta version of an addressable TV advertising platform, with more than a half-dozen... Continue reading at AdWeek

[ AdWeek | 2020-01-07 14:00:50 UTC ]
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How Conde Nast plans to make money from Instagram TV

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[ Digiday | 2019-11-18 05:01:31 UTC ]
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At Cannes, Comcast urges TV industry to expand addressable advertising

Over 1,000 Cannes attendees woke up Tuesday morning to find brochures hanging on their hotel doors with a message from Comcast on the need to expand the ability for marketers to deliver commercials on a household basis—which is known as addressable advertising. This week on the French Riviera,... Continue reading at Advertising Age

[ Advertising Age | 2019-06-18 05:00:00 UTC ]
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Comcast takes Cannes, urges TV industry to expand addressable advertising

Over 1,000 Cannes attendees woke up Tuesday morning to find brochures hanging on their hotel doors with a message from Comcast on the need to expand the ability for marketers to deliver commercials on a household basis—which is known as addressable advertising. This week on the French Riviera,... Continue reading at Advertising Age

[ Advertising Age | 2019-06-18 05:00:00 UTC ]
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Hard Wired makes soft landing at Bonnier list 535

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[ The Bookseller | 2019-03-14 00:00:00 UTC ]
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