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
image
OpenX Opens Up Header Bidding To Real-Time Guarantees

PALM SPRINGS — The latest piece of ad-tech lingo is “header bidding” – a kind of advance bidding on ad inventory where publishers offer ad spots to multiple sources of ad demand, hopefully increasing their yield. Ad-tech vendor OpenX is amongst the pioneers in the space. And now its ...

image
Unduplicated Reach is End Game in Programmatic

VIEQUES, PR — Much progress has been made in programmatic advertising, but more work needs to be done to fully deliver “unduplicated reach” in this new arena, says Tim Castree, Managing Director at Videology, in a conversation with Ashley J. Swartz, CEO & Founder at Furious Corp., for ...

image
Viewability Is A Cheeseburger, Not A KPI: Integral’s Lenane

VIEQUES, PR — The rush to quantify whether online ads are actually being seen by users has given rise to “viewability” metrics. But these are a baseline, not even a metric that should be top of mine, says one ad-tech exec. “The key thing is, it’s not a KPI,” Integral Ad ...

image
Time Inc. Buys Viant w/ MySpace other AdTech Properties

Viant, a holding company of several adtech units including Specific Media and Vindico, and the owner of MySpace, has been acquired by Time Inc, the company announced today.  Terms have not been announced. At CES in January, we spoke with CEO Tim Vandorhook about the company and the continuing value of ...

image
The World Won’t Be 100% Programmatic: Target’s Reiter

VIEQUES, PR — It’s one of the few brands to operate its own private programmatic ad exchange. But that doesn’t mean US supermarket giant Target agrees with predictions, from some quarters, that all media will be sold on this automated basis. Target operates its own Bullseye Exchange, a ...

image
Genesis Evolves In-Article Video Ads For Page Context

VIEQUES, PR — A short, 200-word news article doesn’t necessarily deserve a 45-second pre-roll video ad. That’s a recipe for user frustration. And that’s also why Genesis Media, an ad-tech firm delivering auto-playing video ads on to text pages, is refining its service to account for ...

Joe Kowan, GroupM 2
Programmatic 2.0 Is Here: Group M’s Kowan

VIEQUES, PR — So-called programmatic techniques for trading online ads burst on the scene quickly, and is now forecast to make up 72% of total digital display ad spend by 2017, according to eMarketer. Group M’s North America programmatic buying president Joe Kowan says that rush wasn’t ...

Dave Dugan, Facebook
Mobile Consumers Want Quick, Visual Content: Facebook’s Dugan

VIEQUES, PR — Just three years ago, only 20% of Facebook’s business came from mobile platforms. Last Q4, that was 80%. That’s testament to the changes Facebook is having to make to ensure it continues connecting with audiences. But the same goes for advertisers who use the network, ...

image
OpenX By The Numbers: Profit Up 3x In Two Years

Eight years after launching as an ad-tech platform for publishers, OpenX is growing its business at a tear. “Our net revenue (was) $140m in 2015, which is up 40% year-on-year,” OpenX CEO Tim Cadogan tells Beet.TV in this video interview. “(In) 2014 and 2015, we doubled the size of the ...

image
Header Bidding Rears Its Head With Yield And Cost: OpenX’s Saifee

PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee. So what is it? ...

image
Nielsen Onboarding TAM As Measurement Wars Heat Up

PALM SPRINGS – After comScore’s merger with Rentrak to combine multi-platform media measurement, it’s over to you, Nielsen. Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era. ...

image
Deloitte Gets In To TV Tech Tools Game: Ledger

LAS VEGAS — These days, it seems it is no longer enough for a consulting firm to just offering consulting advice – you have to back it up with implementation, too. That’s what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the ...

loader