Addressable TV Can Unleash TV Ad Creativity

CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually. Michael Bologna, president of GroupM’s Modi Media division, which is working on just that proposition, says 2015 is the year it […]

 

Addressable TV Poised to Crack the $70 Billion Market

CANNES — Addressable TV has been in development for the last decade, but only now is it beginning to reach scale. That means that gross ratings points, or GRPs, may be starting to become obsolete. “You know what’s really silly?” says Michael Bologna, president of GroupM’s Modi Media, in a panel discussion at Cannes recorded by […]

 

Addressable TV Delivers Big Sales Lift, Scheppach, Bologna

CANNES — Addressable TV promises to be a powerful tool for reaching consumers at scale with creative that’s carefully targeted to them, but how much lift are marketers who are investing in it actually seeing? “You’re seeing 50, 60, 70% increase in sales lift,” says Tracey Scheppach, SMG’s EVP-Precision Video Director, in a panel discussion […]

 

Access to Set-top Data Holding Back Addressable TV, SMG’s Scheppach

CANNES — Since the value that addressable TV delivers is widely understood, what’s hampering its adoption?  Investment banker and CEO of LUMA Partners Terence Kawaja asks these panelists in a session taped aboard the AT&T AdWorks yacht. The mindset of big brands accustomed to the notion that they can buy a massive audience of adults […]