How the TV
media-buying has changed. When I started out, liquor brands couldn’t even advertise on TV. Gradually, over the years, they cracked into cable TV. And now, according to a presentation at
MediaPost’s TV Insider Summit, a liquor brand was the first to break into programmatic TV ad buy on satellite TV provider DISH.
Jarod Caporino, Managing Partner, Resolute Digital, presented how the agency has been utilizing various forms of
programmatic and addressable TV for whiskey brand Glenfiddich.
Rules still apply. For example, distilled spirits still have to focus on targeting viewers 21-plus, and forget about
advertising in NFL games. Beyond that, it’s all about leveraging the power of data and addressability to reach the viewers in the households the brand wants to reach.
Caporino
said programmatic and addressable buys require a mindshift from program-centric TV-buying to more of a viewer-centric mindset.
“I care about the user that’s watching
it,” he explained, adding, “It’s more about the user. Yes, I want the content to be safe and friendly for brands, but it’s more about the person who is sitting in front of that
screen. With addressable it’s about the person not the program.”
While many definitions exist for programmatic TV, Caporino said the two basic criteria -- from his
point-of-view -- are “automation and addressability.”
“It has to be those two things,” he said, adding, he would like to see the emergence of “real-time
bidding” in the programmatic TV marketplace, but “it doesn’t have to be real-time bidding.”