Many in TV and marketing look forward to a future of “addressable advertising”. AT&T is executing on a version of that today – with its TV Blueprint offering, the cable company is helping advertisers reach specific subscribers from its customer base.
We’re able to pull in data from over 15 million set-top boxes that are all connected, aggregate that data in a privacy-compliant way and then optimize that against advertisers’ best potential consumer,” AT&T AdWorks’ ad sales VP Chris Monteferrante tells Beet.TV.
“The way it was done before was (targeting by) age and gender. We can take age, gender and two or three other specific demographics. We can do a specific match against our subscriber base. From that base, we can segment that out and look at the behavioral data in those specific households and apply those with our predictive modelling.”
“We’re finding that audience – it may be on HGTV on Thursday nights in primetime – and booking that specifically.”
Beet.TV spoke with Monteferrante at the Mindshare Client Huddle during the Consumer Electronics Show.