Why Oath's Brett Hurwitz is Bullish on Addressable TV

Verizon39s 46 million household footprint makes up roughly 15 of the 30 millionplus US households that can be reached viaamp160linear addressable televisionamp160 With its heavy concentration in major metropolitan areas the Fios footprint has particular appeal for many advertisersamp160 Hurwitz recently spoke with me about their advertiser strategy for this business and why quotandquot is a powerful word in describing how to get started with addressableKathy Newbergeramp160 Quite simply why are advertisers using household addressableBrett Hurwitzamp160 Addressable makes television work like digitalamp160 You and I live next to each other we39re both watching House Hunters and a commercial break comes upamp160 I see a Purina Pet Chow adamp160and you see an ad for a Toyota truckamp160 Advertisers can use precise targeting to only deliver their ad to the households that fit their targetsamp160 That minimizes waste maximizes impactamp160and adds the insight into how television is performing that television advertisers have wanted for a long timeNewbergeramp160 We touched base with Jason Malamud General Manager of Verizon Fios Advertising who noted Fios39 faster data response and quick turnaroundamp160amp160He said that quotVerizon is leveraging their fibertothehome infrastructure so all Fios settop boxes quickly report back ad exposure making inflight optimization possible and postcampaign measurement particularly robustquotamp160 What does that mean for advertisersHurwitzamp160amp160Television advertisers know it isn39t necessarily about quotis it over the air or is it cablequot anymoreamp160 It39s really about whether it39s delivered in a way that enables it to be addressableamp160 Fios is differentiated from competitors in the household addressable space in part because of that fiberoptic technologyamp160 That lets us be a faster partner to advertisers and makes us ideal for advertisers looking to addressable for data or testingamp160 We can get campaigns on air in a day or two instead of a week or two switch out copy in just hoursamp160and get measurement data back with very little delayamp160 Other advantages for us are the top cable networks on which our addressable ads appearamp160and the tremendous presence we have in top East Coast DMAsIt39s important though as I point out what makes us different from other offerings to note that this is not an quoteitherorquot situationamp160 This is an quotandquot because the marketers who see the power of addressable TV are really looking to have as much scale and reach as possibleamp160 They aren39t choosing whether they39re going to go with one platform or anotheramp160they39re generally advertising on each of the different addressable platforms as well as on OTT and connected TV platformsNewberger amp160You mentioned advertisers using your data amp160Can you share some usecases Hurwitz amp160Many of our advertisers carve out part of their linear TV budget to run household addressable campaigns for creative AB testingamp160or test to determine the most impactful audience target and then use those learnings to power a campaign with a linear datadriven TV offering like Open APamp160or one of the individual network datadriven quotone to manyquotamp160index type offerings amp160Another scenario is using addressable to gain insights that can be applied to regular linear TV buyingamp160 For example if they see the distribution of networks that their targets are viewing their adsamp160on they can extend that knowledge of where their targets can be found whether it39s networks dayparts and so on amp160And we can measure conversionamp160looking at the percentage of people exposed to an ad who actually purchased the product which brands and agencies loveOf course marketers don39t get any insights into individual householdsamp160 What they get in terms of learnings is at an aggregated levelamp160 But they39re able to measure the impact and effectiveness of their TV advertising in a way that marketers have wanted to be able to do with television for decades amp160Addressable TV becomes a highresolution research toolNewberger amp160The recent ForresterANA study suggests that between 1517 of national TV advertisers are already using addressable TV and another 2030 expect to work with addressable before the end of the yearamp160 For Oath how important is addressable to your businessamp160and how have you structured the organization to handle itBrett Hurwitzamp160 Obviously Oath plays in a variety of different areas of marketing from our mission to quotbuild brands people lovequot to building martech tools that support marketers as they work to reach their audienceamp160 Addressable is an important piece of that total pictureamp160 We39re looking to get ahead of the opportunity and really position ourselves for this change in the TV ecosystem that we see only accelerating in the years aheadamp160 I believe we39re engaged with the opportunity in a way that39s proportionate to that opportunityPart of the beauty of this Fios household addressable offering is that it really shows just how powerful and smart the Verizon and Oath combination isamp160 It39s allowing Verizon to take this tremendous super valuable asset and to make it available to marketers through the sales engine of Oathamp160 It39s really a clear view of one of the benefits to marketers of the combined companyClick the social buttons above or below 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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Why Oath's Brett Hurwitz is Bullish on Addressable TV

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Kathy Newberger

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Why Oath's Brett Hurwitz is Bullish on Addressable TV

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Kathy Newberger

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