addressable TV

FORT LAUDERDALE — Cars have proved that addressable TV advertising can work, now credit cards are ready to attest to its efficiency. The new concept means brands can advertise only to relevant segments of TV viewers, targeted at the household level, cutting out wasted spend. Joanna Thissen, targeted TV division at Modi Media, Group M’s division working […]

FORT LAUDERDALE — “Addressable TV”, the practice of targeting individual households’ TV sets based on data characteristics, may have been the hot industry topic of 2015 – but Invidi, the Princeton, NJ-based ad tech vendor enabling broadcast operators with the technology, has already been doing so for 14 years now. The company already has traction, […]

FORT LAUDERDALE — They say you can’t teach an old dog new tricks – but that’s exactly what is going to happen in media, as old-fashioned linear TV begins learning some of the ad targeting tactics digital advertisers have long enjoyed. That change is happening because, as TVs or TV boxes get connected to the internet and […]

LAS VEGAS –  After its $48.5 billion acquisition of DirecTV and its alliance with Opera Mediaworks, AT&T AdWorks is delivering addressable ads to the household at scale via its cable and satellite boxes and to IP devices, says  AT&T’s Matthew Van Houten, Director, Strategy and Business Development. We spoke with him earlier this month at CES for […]

LAS VEGAS — VideoAmp is a relatively new player to the burgeoning landscape of cross-screen video ad technology vendors. At least, it may look like that from the outside. The Santa Monica-based outfit spent plenty of time perfecting its platform before taking on a $15m first venture round in November, the latest in German broadcaster […]

While extraordinary progress has been made with targeting ads to specific individuals — and with it considerable upside for both marketers and content owners, but there is a possibility that advanced targeting will leave out key audiences which are not known and can’t be addressed There is a chance that targeting could lead marketers to “invisibility” warns […]

FORT LAUDERDALE — In November, video ad tech vendor TubeMogul unveiled software to let marketers plan their video and TV ad campaigns. In future, it aims to give users more control over the tool. The tool “will ultimately be self-service”, the company’s TV strategy senior director Oscar Rondon tells this Beet.TV panel discussion. “If you […]

FORT LAUDERDALE — Until now, effectively measuring digitally-bought video and TV ads has to discover true effectiveness has been a bit of a problem – but that’s set to change, according to US TV channel operator A+E Networks‘ digital analytics VP Lee Boykoff. “There was a mature measurement system in place for TV. As we moved into mobile […]

FORT LAUDERDALE — The ability to target individual TV sets with custom advertising is real and it’s here – but you’re going to have to wait a couple more years before it gets really real. With deployments from Cablevision, Comcast, DirecTV and DISH Networks, the number of targetable TV sets is growing but, lately, we have heard still-optimistic executives sound […]

FORT LAUDERDALE — The US pay-TV providers with which many ad tech vendors partner, have access to just two minutes per hour of ad time in local programming. But the US TV system is an outlier in a global context. Smaller, more integrated national systems in other countries seem to make partnering for programmatic or addressable initiatives […]

FORT LAUDERDALE — The potential to target individual TV viewers using one of an array of pre-prepared custom ads will fundamentally change the way the business works – but the people who make those ads are going to have to catch up first, a panel discussion heard. Asked if the current wave of new advertising technology […]

LONDON — ITV may be the UK’s largest commercial free-to-air broadcaster, but that doesn’t mean the home of shows like Downton Abbey and Coronation Street is getting carried away with newfangled video ad tech. In this video interview with Beet.TV, commercial content director Gary Knight cautions against getting “obsessed” by addressable TV advertising. “There’s an element of personalisation […]

LONDON — New Jersey-based addressable TV tech outfit Invidi is set to cross the pond next year, when it powers its first European client business. Speaking with Beet.TV in this video interview, CEO David Downey reveals the company’s technology will underpin a launch by Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting. The European addressable opportunity […]

FORT LAUDERDALE — By now, it is a common accepted standard. Pay-TV providers have access to two minutes per hour of ad time in local programming. But what does the future look like, now that operators are lighting up household targeting for connected TV ads? Those two minutes could either get longer, or be more efficiently used, a […]

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop the technology and platform to really become the hub of addressable TV for […]

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use content as the proxy to get to those viewers. We […]

Does the coming age of one-to-one, super-personalized TV ads make the traditional process of buying ads against shows of a particular type dead in the water? Not at all, says FreeWheel agency and brand relations VP James Rothwell, whose company helps place video ads. “Context still matters,” Rothwell tells Beet.TV. “Appointment, live viewing is very important. The first […]

FORT LAUDERDALE — This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a US TV industry that is worth circa $75 billion. “There’s two parts to scaleability with addressable:,” says Invision CEO Steve Marshall, whose company helps deliver ads to “addressable” […]

FORT LAUDERDALE — Last year was been characterized by the industry wondering when TV platforms would open up to support addressable TV advertising. This year seems to have been characterized by actual roll-out. Next year could mean larger-scale adoption. “The concept of being able to target according to CRM data on television is crazy-unique,” says Eyeview […]

FORT LAUDERDALE — DISH recently began selling ads on specific set-top boxes programmatically – but that doesn’t mean programmatic ad trading and household addressability are the same thing. “To us, addressable and programmatic are two distinct words,” according to DISH media sales VP Adam Gaynor. “Addressable can be programmatic, but it doesn’t have to be, and […]