The year ahead is finally the one in which TV advertisers can target specific viewers, thanks to online targeting, predicts one ad tech vendor.
“The promise of addressable television, which has been worked on for over a decade, actually will begin to take off in 2014 in a major way,” Videology CEO Scott Ferber tells Beet.TV
“We have the pipe to deliver a different ad to the set-top box in the living room that my kids are watching versus a set-top box in the bedroom that my wife is watching, even if they’re watching the same TV programs”
Ferber reckons a handful of multi-national advertising brands may have the scale to buy such ads directly, but advises most smaller brands to do so via agencies. Videology helps advertisers deliver across screen types.
Videology’s report on the state of the sector, authored by Forrester and just published, polled 150 advertising decision makers and found:
- 51% of advertisers see targeting specific consumers as a benefit, and just 37% of agencies.
- 70%+ of agencies see programmatic buying as important to the future of video advertising.
- 82% of agency respondents think consumes’ use of second screens will grow.