Until now, the promise of targeted TV advertising has been held back by its available time slot within cable systems.
But that is about to change, as Canoe Ventures announces four national programmers – AMC Networks, Discovery, TelevisaUnivision and WarnerMedia – are enabling expanded national addressability.
In this video interview with Beet.TV, Noah Levine, Head of Advanced Advertising, WarnerMedia, explains what it means.
“This is a game-changing moment for the ecosystem at large,” Levine says.
“What this is about is taking the traditional addressable two minutes per hour that has existed in a restricted fashion to the local inventory, and empowering national programmers to activate addressable capabilities in the national 14 minutes per an hour.
“This is a dramatic expansion of the ability to target audience segments that are personalised into groupings of households in a dynamic fashion.”
Individual programmers have already been offering a greater volume of addressability through their own data-driven linear offerings.
For Levine’s WarnerMedia, that means through its Audience Now and Targeting Now suites, which provide “reads” against a precise audience in a linear schedule.
“With the Canoe addressable launch, we’re now actually able to not only guarantee against those particular types of audience segments but, theoretically, any privacy-compliant audience segment to provide almost personalised ad experiences,” Levine says.
Canoe’s announcement says the expansion marks a major inflection point in the industry’s push to bring about greater addressability by further enabling it on national programmers’ ad inventory.
“It offers a one-stop shop for marketers looking to reach a large, unified footprint of addressable households, using aggregated viewership data and with a commitment to protecting personal information,” Canoe says.
The system was piloted with AMC Networks and Discovery back in November 2020 and with other distributors through 2021.