It's all TV audiences, why are the ads we see different?
As the representative of traditional media, television has always been regarded。 Advertisers bid for prime-time, prime-time content resources to provide business information to the widest audience.
To this day,But even so, the logic of the same ad screen for everyone seems to be there。 As a result, in the digital tide, in the time period, channels, content, in addition to the method of division, television media also began to look for morepossibility. A new concept was thus born:
Addressable TV Advertising
Addressable TV ads
Simply put,Addressable TV adsWILL BE TV ads。 It pulls tv advertising audiences into the digital marketing system, which can be accessed through multiple data,based on demographic attributes, geographic location, media preferences, and other dataTV ad drag-and-drop strategy.
Currently, U.S. television media will be available in normal linear programmingthe length of the addressable TV ad. Different from the TV ads cast, during this time,。
Allstate Insurance, for example, has launchedAddressable TV ads。 They.。 In the launch, they obtained user data from several third-party data companies, connected to the registration data of addressable TV users, and finally found an appointmentRental homes run ads.
In.Addressable TV adsIn logic, the TV is like a cell phone, tablet, PC,instead of an independent advertising ecology. Digital delivery also makes TV advertising more accurate and controllable.
Experian, a data analytics agency, published monitoring data on addressable television advertising in 2011, saying it allowed users to do so compared to traditional television advertising。
Star Media noted in a report on addressable television advertising monitoring that the project was monitored。
For television networks, addressable tv advertising is helpingIncrease the value of your ads. Because in this system, the media is not the overall number of coverage, but。
In factAddressable TVThe concept has a long history and is said to be inThere's a discussion about tv-oriented broadcasting, and Google and Microsoft are thereto carry out such advertising business.
Comcast, a U.S. cable and telecommunications service provider, conducted theto try to run ads based on the geographic location of different home TV users.
Comcast, Time Warner and several other U.S. cable broadcasters set up a company called Project Canoe, which launched the AdSmart service, installed 7.3 million high-definition set-top boxes in the United Kingdom, and。 In this mode, TV ads are downloaded and stored in a user-specific set-top box, automatically replacing traditional TV ads during ad hours.
In 2009, NBC teamed up with Microsoft.。 They analyze TV network data from set-top boxes, access third-party data, analyze consumers' media preferences, shopping habits, location information, and match advertising content.
, an agency that specializes in addressable television political advertisingTarget campaign ads. They say addressable television political ads are becoming more frequent.
Data released in 2016 said addressable television advertising was already available。
U.S. addressable TV ads spent $400 million in 2015, according to Emarketer.growth to，, four times as many as in 2014.
According to a July 2015 survey of senior marketers conducted by the U.S. Interactive Advertising Bureau,the interviewee had beenAddressable TV ads, and morethe interviewee is interested inApplication.
At present, several major internationalAddressable television advertising has been launched, and the model is in full bloom in Europe and the United States. Germany and other countries where television advertising does not occupy an absolutely strong position, but also to address the ability to address as an important factor to enhance the attractiveness of television advertising. At the same time, Samsung and so on, is also trying to split the TV advertising budget by intervening in the media market through addressable television advertising.It's also on the road.
The domestic discussion of digital television has also been going on for a long time. Data show that as of June 30, 2016, domesticthe amount of security reached。
In the advertising is mainly on the OTT side。 There are already companies on the Internet TV level, agent OTV, IPTV advertising, but also specifically for the television side of the user behavior acquisition tools came out.
But TV, cable TV level has not been much movement, alsoSubstitute advertising products for traditional TV ad slots.
Addressable TV adsConcepts can be confused with similar concepts, such asProgrammed TV
Digiday and Twitter Mogul proposed in the Program TV White Paper, launched in May 2016,Generally more broadly。 It provides advertisers with data on the networks, time slots, and programs they need to buy, improving the ability to target purchases, but it's basic。 AndIt is dominated by cable and satellite television networks, which can connect advertisers' first-party data to advertisingTo a specific user or device.
In simple terms, programd is an addressable tv advertising product。 As of June 2016, programd television advertising accounted for about 1 percent of U.S. television advertising spending, reaching $700 million.
Another common synonym isTargeted TV ads（targeted tv）。
Addressable TV ads areAnother common approach is based on audience media behavior data。 The main difference between the two approaches is thatCan make different audiences in; And the dataAccording to the principle of audience proximity, the ads will be placed in a specific program, time period, at this time to watch the program。
Targeted ads are running at this stageMany television stations open data interfaces to help advertisers better understand their audience's media behavior preferences and deliver the right ads to the right time slots or programs.
But.Addressable TVIncorporating television into the digital marketing system, so that television data hasto help advertisers better understand their audience's all-media preferences. In fact, many organizations are now trying to connect the user data of television and other screens for more accurate insight and delivery.
On the television side, people are set-top boxes, network television and other terminals, through the deviceand other clues to try to connect the user's multiple networked devices. In the U.S., a number of telecommunications service companies are already making acquisitions of television networks, with official hopes, forming a multi-channel, multi-screen siege of consumers.
On the mobile side, there are also companies that launch tools that are similarway, in a very short timeto match the TV with the phone, and combine the data of the two major media to understand the consumer.
In addition, there are parts that companies will take advantage ofto find out exactly who it isWatch tv to increase precision to individuals, not home users. It is reported that Google and Microsoft have previously acquired similar business companies.
Although.Addressable TV adsIt seems to give TV advertising a broader future, but in reality, it still faces some。
Currently, the TV can be addressedThe willingness to change the traditional television network is not so strong, the data of different networks in the early days often will not be open, single-platform operation more limited the size of a single delivery can affect the user;According to media reports, the price of such ads in the United States is close to $100/CPM, higher than traditional television advertising and online video.
The two are in common, it requires advertisers to have higher media management capabilities and be able to propose moreand mobilize thesemarketing value. But at this stage of data application level, this is not an easy thing to do.
The emergence of new forms often also creates new problems. In February 2016, Vizio, a smart TV, was fined $2 million for privately collecting information about users' viewing data, IP, address, zip code, etc. without informing them。
Like many emerging marketing concepts,Addressable TV adsrepresents the future trend, but itself。 In the face of such concepts,Advertisers continue to pay attention, and advertisers who specialize in accurate, effective advertising can consider further attempts.
Advertisers need to get their ideas right first
With the development of digital technology
Television will not be an independent ecology,It's one of many screens
It can be delivered and monitored digitally
as part of the digital ecology
Data on the TELEVISION side is needed and necessary
Integrate organically with other screens
A precise audience needs precise content
While improving the media's precision orientation capabilities
Advertisers also need to improve their audience's ability to accurately see and produce content
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