LAS VEGAS — The traditional deployment for TV ads has always been the top of the marketing funnel, where a mass audience’s interest gets ignited by awareness-raising branding ads.

But new technology allowing TV to operate like digital channels means the medium can fulfil both awareness and “performance” goals, which aim to generate an actual, measurable business outcome.

That is what a growing number of industry insiders are saying. Amongst them is Sandro Catanzaro, founder of dataxu, an ad-tech company set up to facilitate connected TV ad placements.

“When we started working on TV, in many cases, what we saw is, actually advertisers wanted reach, initially,” he says in this video interview with Beet.TV. “More recently, we have been a big more surprised to find that both, on the buy side and on the sell side, there’s starting to be a nascent and a strong interest in getting performance – the advertisers want to know whether that exposure created a conversion.”

How can TV become a “performance” medium? The growing number of devices and channels that mean TV is delivered over the internet make it possible. But that is just the start. Catanzaro:

  1. “The first part is reporting – how many impressions did it create, how many of those resulted in a conversion, what is my cost per conversion?”
  2. “But the next step is to create a close look optimization, where that information is fed back, and using artificial intelligence, the media is automatically optimized.”

And the connected TV boat is certainly rising. Catanzaro says his company alone serves more than nine billion impressions per month.

Knowing the identity of viewers unlocks heightened results. By knowing who is watching, Catanzaro says a typical ad load of 18 to 20 minutes per hour can, over connected TV, be reduced to just three to five minutes, such is the effectiveness bump/

This video is part of Beet.TV coverage of CES 2019.   The series is sponsored by NBCUniversal.  For more coverage, please visit this page