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: #nielsen #solve challenges #manual processes #extremely complex #valid criticism #cleanly target #provide recommendations #simply knowing #constantly optimize #gleaning insights #full transparency #indexing standpoint #thoughtful approach #entire picture #information related #viewing habits

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


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

Confession time: I’d never read any John LeCarré until after I’d seen the 2011 film of Tinker Tailor Soldier Spy. It’s a brilliant movie, and one that sent me scuttling to read the Karla trilogy and then watch the two excellent Alec Guinness adaptations. After devouring the first two episodes of... Continue reading at Engadget

[ Engadget | 2022-04-07 16:00:47 UTC ]
More news stories like this | News stories tagged with: #book series


Let’s talk about science fiction and fantasy books that would make for great TV

N.K. Jemisin’s Inheritance trilogy got us thinking about other titles perfect for the small screen. Continue reading at The Washington Post

[ The Washington Post | 2021-08-15 13:00:00 UTC ]
More news stories like this | News stories tagged with: #science fiction #small screen #inheritance trilogy #fantasy books


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

Anna Sale’s book — an offshoot of her podcast — shows readers the value of opening up about death, sex, money and other subjects. Continue reading at The Washington Post

[ The Washington Post | 2021-05-10 12:00:00 UTC ]
More news stories like this | News stories tagged with:


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 ]
More news stories like this | News stories tagged with: #nielsen #linear tv #major shift


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 ]
More news stories like this | News stories tagged with: #nielsen #measurement company #beta testing


Snoop Dogg to make 'hood TV show' adapting Joe Ide's IQ series

Snoop Dogg is producing the TV adaptation for Joe Ide's IQ detective series, after TV rights were initially snapped up in a seven-way bidding war by Alcon. Continue reading at The Bookseller

[ The Bookseller | 2020-06-03 14:06:32 UTC ]
More news stories like this | News stories tagged with: #bidding war #tv rights #joe ide #tv adaptation #snoop dogg


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 ]
More news stories like this | News stories tagged with: #ya book


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 ]
More news stories like this | News stories tagged with: #nielsen #beta version #company today


How Conde Nast plans to make money from Instagram TV

Conde Nast has greenlit a half-dozen series for IGTV designed to anchor ad programs that will sew many different Facebook ad products together at once. The post How Conde Nast plans to make money from Instagram TV appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2019-11-18 05:01:31 UTC ]
More news stories like this | News stories tagged with: #conde nast #make money


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 ]
More news stories like this | News stories tagged with: #hearst #achieve scale #nbc universal #smart tvs #individual households #delivering ads #open standard #yearto develop #established earlier #project oar #ncc media


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 ]
More news stories like this | News stories tagged with: #hearst #achieve scale #nbc universal #smart tvs #individual households #delivering ads #open standard #yearto develop #established earlier #project oar #ncc media


Hard Wired makes soft landing at Bonnier list 535

Bonnier Books UK imprint 535 has acquired a title from "business anthropologist" Dr Simon Roberts about "embodied knowledge": the information that is unconsciously picked up by our body and that affects every area of our lives. Continue reading at The Bookseller

[ The Bookseller | 2019-03-14 00:00:00 UTC ]
More news stories like this |


Passing the screen test: four speakers reveal what makes a hit TV adaptation

A rise in the number and output of streaming platforms such as Amazon Video and Netflix has opened up new and profitable revenue streams for writers—but how can publishers help them grasp them? Continue reading at The Bookseller

[ The Bookseller | 2018-09-12 00:00:00 UTC ]
More news stories like this | News stories tagged with: #streaming platforms


Pinkalicious and Peterrific Make Their TV Debut

An animated TV series based on Victoria Kann’s bestselling Pinkalicious picture books will debut on February 19 on PBS Kids. Continue reading at Publishers Weekly

[ Publishers Weekly | 2018-01-30 00:00:00 UTC ]
More news stories like this |


Hard work, not ‘talent’ makes good writing | Letters

Professor Selina Todd argues that you can be taught to write well, as demonstrated by American and Australian university students. Plus letters from Christopher Dodd and Anthony OrmsonIan Jack’s wariness towards writing manuals and classes is a peculiarly British response to teaching this craft... Continue reading at The Guardian

[ The Guardian | 2017-05-29 00:00:00 UTC ]
More news stories like this | News stories tagged with: #modern history #labour party #women writers


Snapchat's Latest Moves Are Making It Look More Like a TV Disrupter Than a Social App

The next-generation television company may be in your pocket. Snapchat, once pegged by the public as a social-messaging app and recently self-declared camera-based platform, is actually starting to look more and more like TV for young viewers who prefer smartphones over flat screens, industry... Continue reading at AdWeek

[ AdWeek | 2016-12-12 00:00:00 UTC ]
More news stories like this | News stories tagged with: #adweek magazine #interesting question #great job


Missing bookseller makes tearful 'confession' on China state TV

The Chinese government has broken its silence on the disappearance of five Hong Kong booksellers widely suspected of being detained by the authorities over the publication of controversial books critical of China's elite. Continue reading at The Bookseller

[ The Bookseller | 2016-01-19 00:00:00 UTC ]
More news stories like this | News stories tagged with: #chinese government


Netflix and Ellen are making a 'Green Eggs and Ham' TV show

Hulu picked up Seinfeld, and now Netflix is working on a new show with Ellen DeGeneres -- but it's not a mid-90s sitcom at all. The two will create a 13-episode series based on the Dr. Seuss book Green Eggs and Ham that's due to arrive in 2018, aimed... Continue reading at Engadget

[ Engadget | 2015-04-30 00:00:00 UTC ]
More news stories like this | News stories tagged with: #green eggs #tv show


TV books programmes: if nobody watches them, make better ones

The novelist Robert Harris was right to call the BBC’s lack of a books show a ‘disgrace’. There’s plenty the corporation could do to make a popular literary programme on TVWith injury, there is always a little insult. When a BBC spokesperson, responding to Robert Harris’s complaints at the Costa... Continue reading at The Guardian

[ The Guardian | 2015-01-29 00:00:00 UTC ]
More news stories like this | News stories tagged with: #night watch #potential readers #publishing industry #jk rowling #hilary mantel #casual vacancy