This article recently ran in Target Marketing about Household-Addressable television now being a more efficient broadcast ad buy – and bringing TV truly into the direct marketing channel. All those televised infomercials and the old Vego-matic ads were technically direct response – but they were still targeted by broad viewer segment and not by individual.
By enhancing cable and satellite subscriber data with the wealth of household-level profile data available, operators can serve me a targeted ad that’s different from the one they serve my neighbor – as we both watch the same show at the same time.
And now advertisers can run very detailed split tests, too, per the following quote:
“This level of quantifiable measurement allows much closer correlation of cause/effect, test and control options, and ROI-based campaign evaluation similar to other proven addressable marketing techniques.”
What I like about this piece is Brian Bradtke’s comparison of this with the successful evolution of digital display advertising from “contextual” to “addressable” – which of course is right up our alley and will soon be the subject of a future Verdi blog or white paper.