DRTV: Microtargeted TV
To effectively incorporate addressable TV advertising into your marketing mix, you'll need to partner with companies that:
1. Are involved in the addressable TV movement. They need to be able to manage all the types of data involved (digital and offline, compiled, CRM data, consumer and transactional, etc.) and have strong relationships with the cable, satellite and TV measurement partners in the space.
2. Work directly with addressable TV measurement firms. These providers use a combination of TV set-top box data and third-party consumer data to provide advertisers with deeper understanding of who is viewing their ads in order to create more effective campaigns and insights.
3. Have the resources to maintain those relationships, targeting, data and compliance. It should be established, deeply resourced, stable and have a strong reputation for maintaining strict privacy and data security. All addressable marketing is about data, and no amount of advertising effectiveness is worth putting your data at risk.
4. Understand addressable marketing principles in other channels. Marketers who want to have the same level of targeting, measurement and consistency across their digital channels that they have in traditional channels should work with a marketing partner who is already doing so effectively, across all channels, both digital and offline.
Addressable television is slowly but surely moving toward wider adoption. With the right partners, you can incorporate addressable TV into your own campaign strategy and significantly increase the direct effectiveness of a very important advertising channel.
Brian Bradtke is the vice president of Digital Advertising Services for New York-based Experian Marketing Services. Reach him at firstname.lastname@example.org.