Addressable TV advertising, the delivery of ads to a specific home set-up box, saw its initial value around “sales lift” meaning the affecting of a direct purchase. As the medium has evolved, marketers are finding value in addressable as it powers “considered purchases,” meaning awareness of goods and services which would be considered for future purchase, explains Jason Brown, VP of National Sales for AT&T AdWorks.
Brown joined AT&T via from the DirecTV via the recent acquisition by AT&T.
He says that addressable advertising has become pervasive for automotive marketers and is growing quickly in the consumer package goods and financial services.
Programming Note: Brown will a participant at next week’s Beet.TV executive retreat in Fort Lauderdale.