Addressable advertising can yield huge new opportunities in TV with “impression-based selling,” says Kristin Dolan, Chief Operating Officer of Cablevision Systems Corporation, in this interview with Beet.TV. The cable operator has been selling ads with this type of census-level data for the last 18 months, using the access it has to every single channel tune-in in real time across its footprint, she explains.
“We take that information to create customized schedules for advertisers. It’s everything you’ve been able to do on the Internet is available now for the television,” she says. This set-top box level targeting lets marketers target customers that fit particular trends, profiles, demographics and attributes, and they can also pair the Cablevision data with their own or third-party data, she says. ”
We are seeing some national advertisers redirecting some national dollars to regional because the match-back and targeting is so helpful.”
Cablevision harnesses this technology to sell the two minutes of cable network programming time it has access to each hour for local ads to deliver them to specific homes.
Dolan will discuss the topic of addressable advertising at session at Cannes Lions with Irwin Gotlieb, Chairman of GroupM. The session is being organized by MediaLink.