• by Mitch Oscar , Op-Ed Contributor, June 10, 2008

This past Spring I presented a lecture entitled "Television Addressability Undressed" in the closing session of the IAB Conference along with MediaVest's Jen Soch, who explored the basic tenets of video on demand. The purpose of our presentations was to help share knowledge of interactive TV with an inquisitive audience steeped and skilled in the online realm - to somehow help foster a bridge between the TV guys and gals and their broadband brethren. After all we are constantly talking about the theoretical similarities between the two digital worlds and their mutually appealing attributes to present the most compelling and relevant proposition to a consumer.

Yet for me it has always been difficult to penetrate the arcane world of online targeting/ addressability. Luckily, I found a copy of Advertising Age's spring supplement, "Ad Network & Exchange Guide: how marketers, publishers and sellers are tackling the multibillion-dollar ad-network business." An eye-opener and primer for an evolving televisualist.

At another juncture we can discuss cookiedom and its privacy implications, but for this blog I'd prefer to delineate the myriad of ways/variations the media community (interactive televisionists and broadbanders) refers to its targeting/addressable deity:

Online Reverent

Affinity	Demographic	PRIZM clusters
At home	Demographic overlays	Product usage
At work	DMA	Psychographic profiles
Behavioral	Domain	Purchase behavior
Branded sites	Ethnicity	Remarketing
Browser (bandwidth)	Expandable banners	Retargeting
Browser type	Frequency	Road blocks
Category usage	Gender	Search
Channel (premium or non)	Geo demographic	Search retargeting
Cherry picked	Geo targeting (to metro)	Sequential targeting
Client site visits	Geography	Single site
Content	High indexing	Site retargeting
Content by category	Income	Site specific
Content by site	Internet speed	Sites that have demonstrated success in vertical
Contextual	Key values	Standard Industry Classification (SIC code)
County	Keyword	State of residence
Creative	Language	Time of week
Creative retargeting	Loyalty marketing	User agent
Custom channel	Mindset Media (personality traits)	User response
Custom segments	Narrow band vs. Broadband	Video Ads/ sponsorships
Custom solutions	Operating system	Widget distribution
Day of week	Performance metric	Zip code
Daypart(ing)

 

Interactive Television Deference

Impression (Static)

Direct Response

RFI

Direct Response+Datamining

Direct Response+Datamining+ITV

Telescoping

Microsite

Longform Video

Direct Response+Datamining+ITV+Ad Auctioning/Buying

Video Addressability+Datamining+Direct Response

Video Addressability+Datamining+Direct Response+ITV

Video Addressability+Datamining+Direct Response+ITV+Ad Auctioning/Buying