Commentary
Your Brain On Addressable: More Engagement, Emotion, Recall
- by Karlene Lukovitz @KLmarketdaily, December 2, 2022
As various groups work to accelerate widespread implementation of addressable television, the targeting method continues to get periodic infusions of supportive findings from “Thinking Inside the Box,” a multi-phase research initiative spearheaded by Finecast, GroupM’s U.K.-based addressable TV platform.
The latest, just-released installment (phase five), conducted by scientists at University …
Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Good report, Karlene. It makes sense that ad recall is higher for consumers exposed to "addressable" ads when these are directed more towards audiences that might be interested in the product/service being promoted. In this study, the average recall "lift" for addressable ads was 20%, which seems credible. However, in The States, at least, the CPM differential between addressable TV and traditional TV---broadcast plus cable---- is considerably higher than 20%, so it is not a lock that every advertiser will go this route even if sufficient addressable GRPs were available. For some, this can make a lot of sense---especiaally at the outset of a new ad campaign or for a brand with an extremely selective user base. But not every media plan is going find the high cost for addressable TV acceptable.