TV Advertising Comes Out of the Dark
Although not widely deployed, the delivery of household-level targeted TV ads already is technically feasible. As digital cable and satellite set-top boxes become increasingly widespread, deployment of household-level ad targeting will become more broadly available.
Some advertisers deal with diverse consumer segments by using multiple versions of the same commercial. For example, automotive and retail advertisers sometimes version their TV ads based on specific DMA segments and competitive requirements. But most advertisers still rely on few, if any, versions of their ads. This isn’t because it can’t be done; versions can be created for different audience demographics, product uses, day parts or DMAs in which a commercial airs. Again, the trouble is that conventional, mostly manual processes make it expensive and difficult to manage.
Technology is changing this situation. Adtag, for example, allows advertisers to run the same basic version of a commercial throughout a market, but finish the spot with customized “tags” that feature specific information for, say, a location within the market or that are based on a day part or a special event, such as a grand opening. These tags include addresses of stores, different promotions and offers, etc. Adcopy allows advertisers to simultaneously run different commercials or portions of a spot to distinct audiences within a market, such as ads in Spanish versus English or ads that feature different products and pricing for specific demographics.
To help advertisers decide which audience segment sees which commercial, cable ad sales organizations can provide advertisers with sophisticated research to maximize the effectiveness of targeted TV advertising solutions like Adtag and Adcopy, as well as to target their audience based on aggregate geographic, demographic or psychographic data for consumers residing within specific areas.
Adtag and Adcopy leverage technology from Visible World, a New York City-based developer of targeted TV advertising tools, to enable the dynamic generation of versions of spots based on specific advertiser criteria regarding when and where a particular execution airs. These automatic changes are driven by contextual business rules associated with scenario-based creative development and enhance the efficiency of the related post-production process to make it possible to create dozens or even hundreds of versions in a fraction of the time and cost previously required.