FORT LAUDERDALE — Everyone in ad land is wondering how realistic it is to apply internet-style targeting and programmatic control to the TV ad-buying process. So-called “addressable TV” gained ground this year – but what does the next year hold?
“This has been an amazing year for addressable television,” according to SMG precision video SVP Tracey Scheppach. “We’ve tripled our business. We’ve had 50 advertisers, hundreds of campaigns, billions of impressions. We have a real business on our hands now so I feel like a lot of the fundamentals have been worked out.”
Much of that work has been done by using available data sets and technology. So what’s next in 2016?
“We’re going to apply the principles of audience-based buying and using better data to apply that to linear – something that I would call addressable light,” Scheppach says. “I think there’s so much value that is created by ushering in a better data set, getting us off of Nielsen, and onto more granular data.”