Addressable TV Ads Gain, But Measurement Concerns Remain
- by Wayne Friedman , September 8, 2022
Long a concern of many marketers, addressable TV advertising still needs a better return-on-investment (ROI) measurement for the business to accelerate.
A new study by Go Addressable, the pay TV provider consortium, in conjunction with Advertiser Perceptions, says half of advertisers would increase their investment in addressable products if the …
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Wayne: "Addressable" metrics, typically using ACR technology, only reflect the delivery and rendering of the creative message to a device or screen and need to be independently verified (nudge, nudge). In other words, ACR provides no assured actual viewing by the audience addressed.
As generally understood by enlightened media planners, buyers and researchers, without confirmation of exquisitetly measured target audience contact or eyes-on/ears-on metrics (e.g. TVision) at a mimimumm and preferably actual attention measures for that same target audience, there can be no outcomes or ROI generated however brilliant the creative message. Perhaps in the digital and programmatic age, we especially need to be reminded that, delivery is not necessarily receipt. Reciept is not necessarily Eyes-On/Ears-on.
When advertisers better understand these basic media metrics requirement for all media, the leverage of their media budget on their creative executions and the latter's power to drive brand outcomes will increase significantly. As the great Roger Baron, FCB, once opined on the value of generating actual audience engagement , "It's the creative, stupid!"
Plus one Tony.