Taking TV Advertising to the Next Addressable Level

That opportunity was a focal point of several panels at the recent TV of Tomorrow Show New Yorkamp160 Using those commercial pods amp8212 along with the two or three minutes per hour that many cable networks set aside for local operator sales amp8212 would dramatically boost their addressable ad revenues Comcast Advertising president Marcien Jenckes said during one panel discussionamp160 For 2019 operators are expected to reap between 12 billion in addressable ad dealsquotFor TV to be the most powerful medium around it needs to involve in fundamental waysquot Jenckes notedamp160 quotWe39re very optimisticamp160 We39re far down the road of deploying addressable across a number of network platformsamp160 Lots of progressamp160and lots of work to doquotCanoe the operator consortium aiming to generate a marketplace of addressable network avail business will deploy a number of pilot situations over the first three months of 2020amp160 Out of the gate more than one pilot will work with commercial pods consisting entirely of addressable ads instead of specific portions of a pod first message last message or ads in betweenamp160 quotThat way the economics are a lot more feasible for a whole lot of peoplequot explained Chris Pizzurro Canoe39s head of sales and marketingamp160 quotThe news here is that we can enable addressability for national programming inventoryquotViacomCBS is one of the companies committed to developing a national ad inventory relationship with operators for addressable salesamp160 quotWe39ll work with them to enable addressability in various waysquot noted Sean Coar senior vice president of data strategy at ViacomCBSamp160 quotIn this environment we have to find value in working togetherquotFor Canoe39s marketplace to come together early on in the next decade a whole host of issues must be settled several panelists pointed outamp160 There39s the matter of how much national inventory networks can afford to convert into local or regional addressable inventory without impacting their bottom lineamp160 There are logistical and technical issues from attribution to ensuring that the right commercial for a given demographic plays at the right timeamp160 And there39s the willingness of advertising agencies and media buyers to match addressable opportunities with unique appealing messagesquotEveryone has to get on the same planequot said Sona Mirakian Pehlivanian New York Interconnect39s vice president of addressable campaign management and operationsamp160 quotAll of the players must work togetherquotOne thing operators and cable programmers should not do in resolving all these issues is follow the lead of key digital advertising players argued DISH Media sales senior vice president Kevin Arrixamp160 quotWe just have to get our sht together and not play Facebook or Google39s gamequot he declaredPart of that strategy should include the cable industry providing greater education for ad agencies about the benefits of addressabilityamp160 quotAgencies are understaffed and trying to work all things outquot saidamp160Cadent Addressable chief operating officer Jamie Poweramp160 quotAddressable comes off as mystical amp8230 to them and we make it so hardquotCanoe39s Pizzurro takes the side of a national inventory of addressable business developing quickly over the next decadeamp160 quotI see a new level of cooperation between programmers and cable operators that I haven39t seen in 20 yearsquot he saidamp160 quotI see significant progress coming in the next two to three years more than we39ve seen in the last 12 yearsquotFor Comcast Advertising39s Jenckes the breakthrough to a robust addressable advertising market using both national and local avail pods will be the formation of an accredited reporting system amp8212 plus the ability to deliver addressable spots to multiple networks and platforms such as smart TV sets and TVconnected devicesamp160 quotWe want to get to the point of write once publish everywherequot he saidPut another way by Ampersand chief technical officer Gerrit Niemeijer quotWhether on smart TVs or other TVs it should all work the same wayquotPhoto credit Tracey Sheehy Breakaway CommunicationsClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Taking TV Advertising to the Next Addressable Level

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Simon Applebaum

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