Brian McLane

Media and Social Commentary

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ADDRESSABLE ADVERTISING AND THE FUTURE OF TV

August 1st, 2011 · No Comments · Technology

Have you seen these commercials about Congress and The Future of TV? About the possibility that free television will soon be a thing of the past.

Addressable Advertising and the Future of TV

Addressable Advertising and the Future of TV

People who have been reading this blog know that I’ve tried to keep my finger on the pulse of changes in TV Anywhere, IPTV, BYON (Build Your Own Network), and so on. But one thing I definitely don’t want to see is my television going blank.

Television and the way we watch it, whether on a phone or on a desktop, iPad, whatever, is reinventing itself. It doesn’t take much to imagine that the big networks with increasing competition from other media platforms will be forced to do something.

Here are some changes to look for that will foster the changes coming about in broadcast television.

I’ve talked about the need for interactivity, new programing, and Internet distribution (see previous posts – several). But what powers (literally) these traditional broadcast networks? Ad Dollars. Yet the networks still rely on outdated Nielsen ratings.
Sure you may have been noticing that there are far more product placements. I guess we can thank Tivo for that. And the worst are those lower third crawls with actors as walk-ons folding their arms and walking off, or an ad superimposed for an entire episode of anything. For instance seeing HALLMARK for a full half hour.

But now…. get ready for Addressable Advertising.

Want to know why we really went digital? One of the main reasons is called Addressable Advertising. Addressable advertising is the communication of a message or media content to a specific device or customer based on their address. The address of the customer may be obtained by searching viewer profiles to determine if the advertising message is appropriate for the recipient. The use of addressable advertising allows for rapid and direct measurement of the effectiveness of advertising campaigns.

So ultimately, your television isn’t free.

The first “addressable” ads are aired in June.

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