CANNES – Addressable advertising promises to help brands with their audience targeting, and it can be more effective when ad creative is optimized for more specific groups of consumers.

“Before creating the TV creative itself, think about the characterization within it,” Nicola Lewis, global chief executive officer of Finecast, said in this interview with Jonathan Steuer, co-founder and chief executive of Anonymous Media Research.

“Think about the sound, the audio within it. Think about whether it is looking at a price point or whether it is about building brand awareness,” Lewis said. “Really take those visual cues and then build off the back of that using really advanced video assets.”

The next step is to operationalize creative optimization on Finecast’s addressable TV platform, which enables advertisers to target viewers among on-demand, linear and live streaming TV environments. Finecast is collaborating with Choreograph, a unit of WPP’s GroupM, artificial intelligence company Satalia and data providers.

“We’ve built a framework that leverages our research, leverages pre-campaign enhancement with the benchmarks that we’ve garnered from the research itself,” Lewis said. “It’s specific to the fact that addressable television absolutely plays in the full funnel. So let’s call it brand performance, for want of a better term.”

You are watching “The Transformation Of Television: Connected, Addressable & Outcome-Based,” presented by Go Addressable & Teads at the Cannes Lions International Festival of Creativity. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.