Television's Future Is Data Driven

Addressable and advanced TV are defined as followsAddressable TV enables advertisers to deliver ads to specific households through their cable or satellite settop box with enhanced targeting as a resultamp160 Advertisers use rich data about the households including income productbrand usageamp160and family composition to select households that most closely match their target audienceAdvanced TV sometimes also called indexbased buying or audiencebased buying uses more data about viewing audiences gathered from settop boxes or smart TVs to provide richer data about the viewing audience of a program daypartamp160or networkamp160 This allows advertisers to design a schedule that maximizes reach against a more detailed targetAdaption of datadriven television has crossed the critical inflection point and maps almost perfectly to the archetypal curve that predicts innovation trajectoriesamp160 The classic model of innovation adoption shows that as usage moves beyond the innovators and early adopters 16 percent of a general population to the early majority the next 34 percent adoption rapidly increasesamp160 When we asked advertisers about their use and knowledge of advanced TV and addressable TV the results closely follow this pattern 15 percent to 17 percent of respondents said they regularly use these buying approaches and 35 percent said they39ve experimented with addressable TV but need to learn moreamp160 Twenty percent said the same for advanced TV see graph belowThere has been a longstanding belief that television is a nonaddressable ad medium while digital can target and address individuals As a result advertising dollars have been flowing to digital and digital ad spending has surpassed television But now there is the strong prospect that datadriven television will revitalize the TV ad industryANA is appreciative of our partnership with Forrester Research that resulted in this new work amp8220The Digital Transformation of Video Advertising Arrivesamp8221 is available on both the ANA and Forrester websites wwwananet and httpsgoforrestercom respectivelyamp160Photo credit amp160Markus SpiskeUnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Television's Future Is Data Driven

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Bill Duggan

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Television's Future Is Data Driven

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Bill Duggan

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