FORT LAUDERDALE — TV buying is heading on a path to addressability, and more focus on data is driving that, says Mike Bologna, President of MODI Media, in an interview with Ashley J. Swartz, CEO of Furious Corp., for Beet.TV.
“We have the greatest momentum in addressable TV. There are 42 million US homes, that’s one-third of homes that have the ability to insert a commercial, at the household level,” Bologna says, “And for the majority of the time, we can demonstrate when the household saw the commercial and became a customer.”
GroupM, the WPP media agency umbrella, launched MODI Media last January.
The process is a complex one though, involving sophisticated data sorting and matching. “To take first-party data and third-party data and match it against subscriber files, identify who’s living in the house, send a commercial to a specific house and ignore the others, that’s a lot of work,” he says. A number of MODI clients are doing that, and overlaying data against customer lists to better understand ROI. For more insight on best practices in addressable TV, check out this video interview.