CANNES — Although most digital media have long been “addressable”, in cable TV land “addressability” has long meant something quite specific.

But that is changing, as addressability starts to fan out across other solutions, says Kevin Arrix, SVP of DISH Media.

In this fireside chat with CIMM MD Jon Watts for Beet.TV at Cannes Lions, Arrix highlights the expansion of usage around addressability, with it now being used for “reach incrementality”, “audience or heavy viewership suppression” and “deterministic demo targeting”.

The Role of Distributors in National Minute Enablement

Arrix also sheds light on the role of distributors in national minute enablement, a term he uses to describe the process of programmers enabling addressability.

He says that the first step is for distributors to make connections with the programmers and set up the capability for them to decide how they want to use their time.

“I think the biggest development on the national minute side is that programmers… are setting the foundation for the future,” he explains.

Addressability in the Context of Streaming and CTV

Arrix goes on to discuss addressability within the context of streaming and Connected TV (CTV).

He believes that these are fundamentally the same thing as they are impression-based and data-driven. This is why he advocates for the inclusion of streaming and CTV within the remit of the GoAddressable consortium, as they are inherently addressable.

Arrix pinpoints two key factors in ensuring the success of an addressable campaign.:

  1. Firstly, there needs to be clarity and communication around the Key Performance Indicators (KPIs) from the onset. Understanding how the campaign will be measured is crucial.
  2. Secondly, he emphasizes the need to reduce friction in the buying process from different sources. He says: “If you can lessen that friction that has existed in the past, then it’s a better experience”.

The Role of First-party Data in Programmatic

Arrix also highlights an upcoming opportunity in the programmatic space, where buy-side can decision off of first-party data.

He strongly believes that this will be a game-changer, especially given the increasing demand for data quality and accountability in advertising.

Says Arrix: “We want to be solution-agnostic. So if an advertiser or an agency says, ‘we want to buy I/O, managed services’, great. If they say, ‘we want to buy programmatic’, great.”

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.

By Robert Andrews on @robertandrews