Targeted Commercials’ Most Valuable Customer: The TV Industry?
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Highly addressable advertising has been a long-standing plan for the TV business, which wants to rival the ad targeting available online. While there’s no question that marketers want to make their spending more efficient, however, the biggest beneficiary of addressable commercials so far may be the TV industry itself.
Cable networks like Starz and HBO have begun trying DirecTV’s addressable advertising platform to find specific viewers who they believe would actually be interested in their shows. Cable and satellite operators, meanwhile, are taking advantage of the system to more efficiently target specific customers and get current subscribers to upgrade.
That’s not to say other industries aren’t using the system, but it could be the most effective for the actual TV operators, said Claudio Marcus, exec. VP-marketing and research, Visible World, which provides targeting technology to Cablevision.
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