Addressable TV Commercials after 34-Year Gestation Period Are Here at Scale - Bill Harvey

Little did I know how long it would take It was November 1979 when the article I wrote about TV and online ads tied to individual household IDs came out It was 1993 when my thenclient IBM persuadedLen Matthews and myself to found Next Century Media the company that built the first addressable TV commercial system for John Malone and John Hendricks It was 2004 when the NCM system was used to analyze the first Comcast addressable trial in Aurora ColoradoAll through this period the press was saying that any month now these new units were going to take over and profoundly change the nature of television This did not happen Instead it was the Internet and then mobile and social that profoundly changed everything Well finally addressables are happening at scale and it39s going to change everything profoundly againComcast Time Warner Cable Cablevision DirecTV and Dish are the MVPDs to whom industry gratitude is owed Multichannel Video Programming Distributors is the recentlycoined term denoting the superset of MSOs that includes cable satellite and telcocable Charter is not yet doing addressables but is the MVPD most responsible for helping data driven TV into existence through set top box data direct matching of advertiser purchaser and prospect lists to set top box data often with TRA and now through the affordable scalable enablement of microzone AB testingBlack Arrow Invidi and Visible World are the technology companies deserving our thanks for working with these MVPDs to make NCM39s dream a realityThe biggest operational deployment of addressables right now is in adsupported Video on Demand VOD through Black Arrow and Comcast in nearly 30000000 homes Invidi39s operational deployment of about 18000000 satellite DVR homes is second Invidi has deals for nearly 70000000 and Visible World39s 3000000 Cablevision footprint is third in size though started firstSeth Haberman39s Visible World has just put out a white paper indicating a 70 sales lift caused by addressable commercials based on a sample of over a billion ad impressions amp8212 addressable vs nonaddressable This is approximately the same range as predicted by early NCM experiments and results from the removal of waste impressions against people highly unlikely to buyWhile the gratitude is being passed around the industry also owes a lot to Irwin Gotlieb Lyle Schwartz and Mike Bologna at GroupM and to Tracey Scheppach and her colleagues at SMG Many in the industry who rallied around the Addressable Advertising Coalition in the 90s gave up on addressables when their long gestation period was realized but not these folksThe Advanced Advertising Media Project AAMP founded by 4As and Black Arrow and led by Bob DeSena is the modern equivalent of the Addressable Advertising Coalition which Bob also coled with Lyle and myself John Hendricks AAAA and many others AAMP is the way we all can pull together to maximize the value of television and video advertisingMore about addressable commercials in future posts as new data come inLet the celebrations beginBest to allBill Bill Harvey is a wellknown media researcher and inventor who cofounded TRA Inc and is its Strategic Advisor His nonprofit Human Effectiveness Institute runs his weekly blog on consciousness optimization Bill can be contacted at billbillharveyconsultingcomRead all Billamp8217s MediaBizBloggers commentaries at In Terms of ROICheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries Image courtesy of cooldesignFreeDigitalPhotosnet

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