Addressable TV, two-screen interactivity and targeted advertising are all possible now, but marketers first need to make sure targeting makes sense for the brand, says Jonathan Bokor, Senior VP and Director of Advanced Media at MediaVest, during an interview taped at the recent Beet.TV executive retreat. “You need to start with the client’s objectives. Is it reach, frequency, engagement? What are they trying to do with their ads?’ he asked, during a deep-dive conversation with Ashley Swartz, CEO and Founder of Furious Minds.
For instance, MediaVest works with pharmaceutical advertiser Bristol Myers-Squibb and some of its drugs have a wide target and some a narrow one. “For a narrow one, broad-based TV probably won’t be the best approach and addressable might be better,” he explains.
He points out that two-screen advertising isn’t technically “new.” After all, companies such as ABC were working on two-screen applications more than a decade ago, and the device consumers interacted with then was a laptop or desktop. Bokor worked at ABC on interactivity for programs such as “Who Wants to Be a Millionaire?” as well as the Oscars.
Now, the key to success with two-screen and interactivity is to recognize there are many ways to interact with consumers and a range of ad models that may work. Some consumers will pay $1.99 to watch a TV show that ran last night, others prefer a $7.95 Netflix subscription, and still others would rather pay for cable. “You need multiple ways for people to have access to content,” Bokor says.