MVPDs Join Forces to Educate Media Community On Addressability

Addressable TV has been heating up in part due to a series of industry announcements that have shown real progress being made to tackle technical and measurement barriers Additionally the pandemic has forced national advertisers to localize their media and creative strategy to adapt to dynamic conditions something for which addressable TV is a wellsuited toolFor all the advancement that has occurred there is still a long way to go Consensus among the panel was to use a baseball analogy that we are in the fourth inning Says Moran quotWe39ve got great scale with technology across a variety of distribution platforms Now it39s really critical that we connect them for the buy side to remove the friction and enable them to more easily transact as part of their full media mixquot Moran later expanded quotWe39ve hugely moved from a technology standpoint and we have meaningful scale across all the different providers Now we39ve got to build the business value proposition the workflow and the measurement What can39t be measured can39t be soldquotYou can view the entire webinar at MediaVillage by clicking hereComcast39s Larry Allen whose background includes a stint at programmatic firm Xaxis clarified a misconception about addressable TV quotPeople think that addressable equals programmatic and that39s not true TV doesn39t really operate in realtime fashion But we can take a lot of learnings from programmatic Buying on audience is a core tenet of programmatic That39s exactly what we are doing with addressable We39re saying to the buyers 39who is the core target that you care about to move the needle for you from a sales perspective or to share shift How do you think about incremental reach In addition the same type of closed loop reporting that we did in programmatic we can now do in addressable39quotOne of the main perceived challenges by national buyers of addressable has been the limitation on addressable inventory to the two minutes of local avails per hour That is now changing National linear addressable has started its rollout predominantly with cable networks As recently announced AMC is piloting a multidistributor linear addressable TV campaigns across Charter and Comcast for SASO Single Advertiser Spot Optimization programs that sell commercial units to a single advertiser but allow the advertiser to copy split that unit to various audiencebased targets Allen believes that the mission of On Addressability is to help increase the number of networks and amount of total linear ad inventory that goes to addressable quotI believe that this initiative is all about helping the programmers convert some portion of their 14 minutes an hour of advertising into addressable units Even if they convert one or two units per hour to addressable that39s a lot of inventory to movequotEach of the panelists emphasized that education is of primary importance In explaining the purpose of the playbook Cox Media39s Crotty explained that the playbook should not be viewed in isolation quotThe On Addressability Playbook is not meant to be a static document It39s living As the ecosystem evolves as we bring additional thought leaders and partners into this space we want to create something that lives beyond this moment and really adjust to the environment as we learn and growquot For realtime updates on advances in addressable TV use the MeetingPrepcom search engineYou can view the entire webinar at MediaVillage by clicking hereDownload the On Addressability Playbook hereClick 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 MediaVillagecomMyersBizNetamp160

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MVPDs Join Forces to Educate Media Community On Addressability

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Jeff Minsky

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