Allstate, Warby Parker Launch Addressable Ads, Starcom’s Scheppach Explains

By on 10/09/2012 6:40 PM @daisywhitney

CHICAGO — After a myriad of trials and tests, Starcom MediaVest Group, has launched addressable ad campaigns en masse for two national clients in recent weeks.

Tracey Scheppach, Executive VP and Innovations Director at VivaKi Starcom MediaVest Group, spoke with Beet.TV contributor Ashley Swartz at the Beet.TV Advertising Leadership Summit in Starcom’s Chicago offices about the targeted TV campaigns as well as the future of interactive TV in second screen apps in this fireside chat.

Late last month, Warby Parker eyeglass introduced its first TV campaign ever in the form of an addressable TV effort across Dish and Direct, reaching 15 million homes, Scheppach tells Beet.TV. Warby Parker is a client of Starcom unit Spark.

The campaign was slated to run for four weeks and to target both men and women who are keen to buy designer glasses at lower prices. Starcom also oversaw the rollout of an Allstate campaign for renter’s insurance, marketing the first time the brand has earmarked TV money for this product. The ads are targeted to TV households that aren’t homeowners.

While addressable advertising is making strides, the notion of interactive TV has shifted in part because of Canoe’s failure to scale, Scheppach says.

“We are shifting our mindset to two screen, to something a lot of people have deemed social TV,” she says, adding that the participation layer in those cases will usually occur through a tablet, smartphone or computer rather than the TV set itself.

Scheppach is keeping an eye on Zeebox, which recently launched in the United Kingdom and in the United States with Comcast, as a potential leader in the two-screen business. Zeebox’s tools integrate social media, commerce, as well as popular sites such as Wikipedia and IMDB, she explains.

Daisy Whitney

Recent Videos
Context And Audience Go Hand-In-Hand: Xaxis’ Beaumier

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale ...

Cord-Cutting Is Forcing Smarter TV Ad Offerings: AT&T’s Brown

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they’re watching, may be real – but that doesn’t mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That’s according ...

Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna ...

Brienna Pinnow, Experian
Experian Gearing To Launch Connected Addressable TV Platform

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop ...

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a ...

Context Of Viewing Still Matters To Ads: Videology’s CEO

Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn’t have to trump the old, says video ad tech ...

Too Soon For Dynamic Creative Ads: DISH’s Gaynor

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use ...

Castree On Videology’s “Sand, Rocks & Boulders”

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our ...

Cut The Fraud Bull From Ad Pricing: GroupM’s Gotlieb

If you want to price digital advertising appropriately, don’t just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That’s according to veteran ad exec Irwin Gotlieb, the chairman of ad group GroupM. “Supply measured without taking in to ...

Context Still Matters For TV Ads: FreeWheel’s Rothwell

Does the coming age of one-to-one, super-personalized TV ads make the traditional process of buying ads against shows of a particular type dead in the water? Not at all, says FreeWheel agency and brand relations VP James Rothwell, whose company helps place video ads. “Context still matters,” ...

Data Will Set Context Free: SMG’s Scheppach

Advertisers are getting excited by the possibilities for super-targeted TV marketing promised by new ad tech platforms. In fact, to many, it looks like the days of traditional TV ads, which are bought against the context of demographic audience profiles, are numbered. But things are set for a correction, ...

How Simulmedia Tracks The ROI Of Linear TV: VP Storan

FORT LAUDERDALE — It may be old-fashioned linear TV, but that doesn’t mean you can’t bring internet-like next-gen ad measurement to the ‘ol box. That’s what Simulmedia, the ad technology vendor, is doing. Although the company focuses on helping clients find the best inventory ...