A recent AdAge article describes how DirecTv has experimented with targeting TV commercials at the household level. Executive VP Paul Guyardo is quoted saying, "The show doesn't matter. It's the audience."
Selling commercials based on defined target audiences at the household level will grow as the technology and data for it become more precise and more accurate. This is similar to how marketers sell their advertisements online. This is really going to shift the way traditional television marketing is done and both the companies being advertised and advertising agencies will need to change the way they have traditionally sold and created ads.
The article notes this type of advertising is growing. This will help firms with smaller advertising budgets target specific customers based on data about a particular household, rather than markets based on geographic signals. It will allow marketers to target their potential customers on a much more granular level than ever before. It will be interesting to see how both advertisers and television viewers react to these deeply targeted ads as their presence on TV grows.
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