CANNES – Advanced television is entering a new era as advertising on national broadcast networks becomes addressable, giving marketers a way to show different ads to different households during the same linear programming. Ad targeting similar to what advertisers have experienced on digital platforms is becoming possible in a medium that historically offered broad reach.

“The opportunity for addressable is really along the lines of finding new audiences and creating more customized messaging to reach them,” Brad Feinberg, North America vice president of media and consumer engagement at brewing giant Molson Coors, said in this interview at the Beet Villa during the Cannes Lions International Festival of Creativity.

“Addressability gives you the opportunity to go one or two steps deeper, really hone in on certain audience segments that are like the segments that already consume your product,” he said. “We’re able to understand a little bit of behavior-based marketing, attitudinal-based marketing through a vehicle that historically has been a blunt instrument. The ability now to have more precision in it is really exciting.”

As a marketer of beer, hard seltzers and other alcoholic beverages, Molson Coors’s advertising strategy includes efforts to reach sports fans who have a high propensity to drink while watching games.

“If I know you’re a fan of a particular type of team or franchise and I can create a customized message and the geography that you’re in that’s relevant to your brand,” Feinberg said, “there’s no doubt that’s going drive greater resonance with that end consumer.”

You are watching “The Advanced TV Industry Connects,” a Beet.TV Leadership Summit at Cannes Lions 2022, presented by DIRECTV Advertising.

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