SANTA MONICA, CA – Television viewers divide their attention among multiple media channels and connected devices, challenging advertisers to form a lasting impression of their brands. Optimizing campaigns to send the right message to the right audience is becoming a bigger priority.

“We’ve set ourselves a very, very lofty target that by 2026, every impression that we serve within our advanced TV ecosystem — which will probably be between 80 to 100 million — will have some form of creative message optimization,” Nicola Lewis, global chief solutions officer at WPP’s GroupM Nexus, said in this interview with Beet.TV contributor Mike Shields at the Beet Retreat Santa Monica.

“When you actually look at the TV screen, it lends itself to this high attention platform, it lends itself to high mental availability,” Lewis said. “We also know that addressable television within the family of television punches above its weight with about 20% more active attention.”

Creative Optimization Can Supercharge Addressable TV Ads: Finecast’s Nicola Lewis

Newer technologies are giving advertisers more tools to customize the creative content of television commercials to customize them for smaller audience segments. In the past year, GroupM Nexus has researched the ways to optimize campaigns.

“That’s allowed us to look at how would we create more accessibility into creative message optimization for clients, whether they be big clients, smaller clients, or new-to-television clients,” Lewis said, “and that’s around pre-campaign enhancements of creative.”

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