NEW YORK –Addressable ads are slated to expand in a meaningful way in 2013 with more transparent cross-platform measurement of those ads, says George Shababb, President of Kantar Media Audiences, during an interview with Beet.TV at the TV of Tomorrow show in New York this month.
“Today we define [audiences] on the basis of Experian attributes,” Shababb tells us. “But I see it being able to identify homes on purchase behavior, and the ability to integrate with databases such as Kantar’s Shopcom, databases like JD Powers, and customer databases so the delivery of the ads is much more relevant to the profile of the consumer,” he says, adding that WPP-owned Kantar works with DirecTV and other service providers to measure addressable TV.
That type of integration will then allow for more refined addressable buys, and can improve cross-platform measurement for addressable ads to include unduplicated frequency, for instance. Look for this segment of digital marketing to broaden further into online, tablets and smartphones in the year ahead, Shababb predicts.