The old dog is getting taught a lot of new tricks – but each of them is different. The world of enhanced TV capabilities needs better understanding.
That is according to one TV ad executive whose company has been a pioneer in the emerging space.
In this video interview with Beet.TV, DISH Media’s partnerships GM Sean Robertson makes a distinction:
- “Addressable TV“: “Any platform that is tied to a set top box or to the actual glass of the television where you’re able to target a subscriber or a household based on attributes that go beyond just age, gender and geo.”
- “Data-driven linear (TV)“: Allows advertisers to look at more probabilistic outcomes and they’re able to target likely audiences based on previous patterns of behaviour or viewership.”
He says the market often gets “confused” about the two distinct opportunities because pockets of the industry are having the wrong conversations in closed rooms.
He says many marketers are coming in to discuss addressable TV “when their products and their services aren’t truly addressable by nature”.
So Robertson wants the industry to do a better job at sign-posting the respective opportunities.
“What we need to do is really define what that is … put the proper framework around the industry and make sure that we’re calling addressable what it truly is and defining where it is in the marketplace,” he says.
This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight, TVSquared and WideOrbit. Please visit this page for additional segments.