TV Advertising Comes Out of the Dark
To leverage addressable TV advertising, it takes imagination and business rules to determine which variables (internal or external) will drive dynamic changes and which ad elements (music, video, titling, etc.) will be changed. For targeted message customization, during the storyboard process you should think about the different targets and what ad elements you will need to support differentiated messages. In some cases, you might need to invest in extra footage. Most major advertisers that incur incremental production costs have found these costs remain small relative to overall TV ad media expenditures, with enhanced return on the related media investments more than likely to exceed the incremental costs.
Current Outlook: Progress Happens Slowly
In the advertising industry, a sector made up of agencies that pride themselves on innovative and cutting-edge commercials, it’s rather ironic that new technology that changes the way things traditionally work is met with resistance. More ironically, it’s often the clients themselves who drive innovation in this industry with their demand to see a strong, measurable return on their advertising investment. Perhaps the new field of targeted TV advertising will be the elixir that drives change uniformly for agencies, clients and television networks. Either way, it will be interesting.
Karen Gold is a veteran of launching new TV technology. She reluctantly admits to launching the Casio videophone and Gemstar’s Electronic Program Guide, as well as creating Wink’s interactive advertising division. She currently is consulting for Visible World technology. Gold can be reached at firstname.lastname@example.org.