Set-Top-Box Lexicon: Addressability

by Jane Clarke, Jun 23, 2011, 2:30 PM

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CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon (terms and definitions associated with Set-Top-Box data measurement) and recently released Asset Identification Primer (glossary of asset terms). These documents form the basis of the Word-A-Week column, which offers a common language for Set-Top Box nomenclature that can expedite the roll-out of the data for its many industry applications.

This week we begin a full examination of an important component of Set-Top-Box data measurement and its capabilities -- addressability in all its forms, as well as the hardware and software that facilitates scheduling, tracking, measurement and metric standardization for sales purposes.

The term "Addressability," which is defined below, is a fairly recent concept in our current understanding of Set-Top-Box data capabilities. But it has gained understanding and interest in media buying circles as a way to optimize the scheduling and targeting of marketing messages to the right audiences of interested consumers.

Addressability is not without its detractors -- particularly from governmental and consumer circles who fear a breach of privacy. But every precaution is taken to insure that any form of addressability conforms to strict privacy rules and regulations. Instead, addressability is said to offer demographic democratization where smaller niche groups can be offered better representation via programming, products and services that fit their unique needs and interests.

Here is the generic definition of Addressability. Next week we examine the term as it applies to advertising.

Addressability

See also: Advanced Advertising

CIMM DEFINITION : The ability of an operator or provider to direct specific content to specific geographies or audiences.

2 : "The ability of a digital device to individually respond to a message sent to many similar devices. Examples include pagers, mobile phones, and Set-Top Boxes for pay TV. Computer networks are also addressable, such as via the MAC address on Ethernet network cards, and similar networking protocols like Bluetooth. This allows data to be sent in cases where it is impractical (or impossible, such as with wireless devices) to control exactly where or to which devices the message is physically sent." (Source: Wikipedia)

3: "Functionality that enables the delivery of targeted content by allowing a cable operator (or multichannel operator) to remotely activate, disconnect or unscramble the signal received by a subscriber." (Source: Nielsen Media Research)

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