So-called addressable TV is lighting the way for new brands toward a kind of future TV advertising that is customized and targeted at individual households.
That’s bringing in new, smaller advertisers for which TV may previously have been too costly. But one surprising new group of buyers is those from overseas.
- “You have one bucket of clients that is it a complement to their overall schedule and they’re looking at it from a test-and-learn perspective.”
- “Then you have another bunch of clients that are looking at it from a new way to get involved in TV, (for whom) TV might have been too massive or expensive.”
- “We’ve also had clients come from an international perspective, utilizing it from the entree in to the United States, which is a new perspective.”
That last group is interesting, because, unlike the previous two, it is little talked about as a constituency benefitting from addressability.
So why are foreign brands flocking to US addressable? DeHaen adds: “Because the US market is so dramatically different from a lot of the other markets, this allows them to come in and take the targeting and the demo they believe they have in their home market and test it in the US market … before they spend a lot of money … before they release their branding in the US, to see if it’s precisely working.”
In this example, the brand in question even ended up having to change its entire US branding after realizing, thanks to addressable, that its creative wasn’t resonating in the US, DeHaen says.
Despite the market movement, DeHaen wants to see greater scale through more addressable households and to see a common reporting mechanism.
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