Addressable TV, delivering advertisements to a specific household’s cable or satellite box, is becoming a viable, albeit a nascent new medium with “hundreds of millions of dollars” being spent. GroupM’s advance television unit Modi Media has implemented 100 addressable campaigns so far this year, says Michael Bologna, President, in this interview with Beet.TV
Addressable works for brands, he says, but the scope of it is limited in the United States with just four operators who provide the technology to deliver the ads. The companies are Cablevision, Comcast, DirecTV and DISH Networks. They reach 40 million households. These boxes allow the operators to insert specific ads into the two-minutes of advertising time allotted to them per hour, by the cable networks.
The topic of addressable TV will be discussed at an event at Cannes Lions on June 24 in a program produced by AT&T Adworks in partnership with Beet.TV. Bologna will be a speaker along with GroupM Chairman Irwin Gotlieb, SMG’s Tracey Scheppach, banker Terry Kawaja and AT&T Adworks President Mike Welch.