Go Addressable's 2024 Goal: Expand The Parameters Of Addressable Ads

A major factor behind the shift is Go Addressable an informal consortium launched more than two years ago to educate the ad industry on the benefits of addressable campaigns What started as monthly meetings became an incorporated trade association with a fulltime staff led by Board Chair Larry Allen pictured above quotWe are focused on helping the marketplace understand the value of addressablequot Allen explains quotWhat we39re trying to do is drive more usage how advertisers put more dollars to work into having addressable be more efficient and reach their customers without oversaturation We also want to enable brands to get the maximum benefit from a performance perspectivequotAt the moment Go Addressable39s corporate backers consist of Comcast Advertising Charter39s Spectrum Reach sales unit a4 advertising DirecTV Dish Network and Paramount A number of other operators and programmers are exploring membership in the organizationA few weeks ago Go Addressable released quotGuidelines For Planning and Buying Addressable TV Advertisingquot a report on the state of this marketplace prepared in association with the Coalition For Innovative Media Measurement CIMM Based on conversations with top advertising and agency officials the report suggests that 75 percent of all advertisers will place addressable campaigns in some form or fashion this year representing all the major product categories quotWe39re starting from the realization there39s a lot of adoption and people are engagedquot Allen repliesThe report also contains five key takeaways on how well addressable campaigns can perform on linear cable channels as well as on other adsupported services reaching viewers through smart TV sets and devicesAddressable campaigns consistently deliver 40 percent more reach than nonaddressable campaignsCampaigns pick up incremental reach no matter the size of the brand or advertiserCostperminute rates end up more efficientAddressable campaigns are more precise in landing target audiences via postal address than IP address 95 percent of households are matched via postal addresses versus 60 percent through IP addressesAddressable campaigns can be an effective complement with smart TV setsdevices in reaching adults 1835quotBy and large the marketplace thinks that if they want to reach a younger audience you should just buy time on connected TVs and that couldn39t be further from the truthquot adds Allen quotYou can39t just isolate connected TV because if you do you39ll miss a big chunk of your viewers as well as opportunity to impress them with your brand messagequotAmid all the adoption Go Addressable is privy to Allen acknowledges that there are some issues holding many advertisers back from jumping full throttle into addressable campaigns One is confusion about addressable as opposed to programmatic buys quotSome people think about programmatic and addressable in the same wayquot he elaborates quotProgrammatic is a sales channel that activates demand a way buyers and sellers exchange the dollars and expose deal mechanics Addressability is the ability to match a client39s target audience to a household within inventory that can be authorizedquotAnother issue Go Addressable wants to tackle is generating an addressable marketplace for Spanishlanguage advertising In order to generate a robust environment campaigns must do a better job segmenting Spanishspeaking households and catering to that demographic39s sensitivitiesquotThe nuance there is to make sure people activating those campaigns are being responsible with regards to personal informationquot Allen says quotYou have to keep that in mind The challenge is upstream of the executive and making sure the segmentation data is representative of that marketplace There39s a lot of work that has to be donequotFor this UpfrontNewFront sales season Go Addressable will issue additional blog posts webinars and meetings for advertisers and agencies elaborating on the five takeaways from their initial report Allen also expects to budget time with research agencies on how to track the effectiveness of addressable messages to boost product sales and brand awareness quotIf you39re able to map out that data in safe aggregate privacy ways you get a very accurate view of performance outcomesquot he believes quotWe think addressable ads can give you a true picture of not only reach and frequency but performance against that campaign with regard to sales lift or brand liftquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Go Addressable's 2024 Goal: Expand The Parameters Of Addressable Ads

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Simon Applebaum

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