Thank you, REM, but I have a confession to make, it isn’t the end of advertising as we know it. Not yet, anyway. Since the dawn of time (ok, maybe earlier this decade) agencies and buyers have been toying with the idea that we can deliver specific advertising on TV, online, and other platforms based on household habits. I think it’s every marketer’s dream to grab that coveted audience and get the biggest return on investment for their beloved buck. From what I can find, it’s still expensive, clunky, and “all over the map.” But let’s step back a moment, how is advertising traditionally bought? Per Altitude, advertising for decades has used a “traditional standard set in the 1950s, in which marketers rely on GRPs to determine desirable audiences for their ads.” So, for decades, GRPs were the gold standard, the be-all end-all of reaching people. Now with the onset of Programmatic TV, which is buying for the show, or even more targeted, Addressable TV, which targets a specific audience within these shows, that is all changing.
The big news around the water cooler this fall is Directv Now. A sling TV, bundled, pick-your-tv option thingamabob that touts it can deliver that specified TV advertising based on YOU. Who are you? What’s your family dynamic? Do you have children? What’s your income? What do you buy? All thanks to that little box sitting on your media stand. Yeah, it’s super scary but would be much more highly effective in getting the consumer to buy. Technically, Altitude defines Addressable TV as “Marketers define their target audience using similar data STB data and technology as described above. However, matches are identified on a household level, bid on in real-time and delivered directly to the targeted household. This method reduces wasted impressions because ads are only delivered to viewers within the target audience.” They aren’t the first to work with addressable set-top-box data. There’s joining Dish, Comcast, Verizon Fios, Time Warner Cable, and even Cablevision that already utilizes this data to control where advertising is targeted. It reminds me of internet advertising. You are dying to go to the beach and look all over the internet for a good hotel deal. Low and behold your Facebook advertising feed is full of suggestions on hotels in Florida. That’s where this is going.
Let me point out that not everyone is jumping on the band wagon just yet. I read that big brands, like a national brand of toilet paper, are still going to target larger audiences on TV with traditional buys. Keep in mind though, as we get more specialized in our products, the more specialized we go in our buying. So, advertising is changing at the speed of light, with the onslaught of digital, streaming, and now specific targeting. Down the road, wouldn’t it be nice to NOT see that one commercial that is definitely not for you? You know the ones I’m talking about. They are playing in my mind as we speak.
How does this affect our business? To be honest, I don’t know, but we’ll still going to be sending content to cable systems, networks, and streaming services, be it 30 second spots or videos, so that’s not going to change. It may change our delivery system or it could change our internal process, but the clients will still need something sent somewhere. Let’s take solitude in that. So, it isn’t the end of advertising, it’s the beginning of something new and exciting. Where do you think, advertising will go next?
Source if you’re so inclined to peruse: