Commentary

Addressable TV: Though Still Young, Efficiencies Available

Although addressable TV deals are still in the nascent stage, some deals are now increasingly efficient for marketers.

Speaking at MediaPost's TV Summit, Jamie Power, managing partner of Group M’s pure-play addressable TV unit Modi Media, says the business is growing. Now one-third of all TV homes are addressable -- soon to be half of all TV homes.

Current addressable media deals aren’t for everyone. Power says a media addressable deal works when targeting 5% to 30% of those homes. Under 5% isn’t efficient.

Power says addressable works best when reaching consumers at the “lower end” of the buying funnel. Hitting a consumer early in their consumer buying life works best.

Powers say tune-in, automotive, and consumer products marketers have been among the industries participating in some of the early addressable TV deals for Modi -- in part because of their access to third-party data. “Everyone knew TV work. But it has always been data-poor.” All that has changed, she says.

Pharmaceutical industry has been a recent addition -- especially with the availability of longer 60-second commercials that MVPDs [multi video program distributors] provide. Pharma companies need longer messaging to explain all the side effects and other info around certain drugs.
 
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