The Role of Addressability
In defining addressability, Jo says it is “matching ads to specific households across the MVPD universe.”
Adam adds: “Instead of delivering a one-to-many message, it is a one-to-some message and you do that with the power of a data set that allows you to get closer and closer to the type of folks that are on the other side of that glass.”
The opportunity for this is huge. As Jo describes, “We have 54 million linear TV households and 38 million ad-supported VOD cable households, making it about 66 million unduplicated TV households in the U.S.”
Both agree that addressability surrounded by context is extremely important right now. Adam says that it’s important to use data to drive outcome measurement—and that it is not enough to prove that the right person has seen an ad. We need to know what actions people take and be able to look at it from a holistic perspective.
For the buy and sell side, how does the business of buying and selling differ between addressable and linear?
Adam reminds us that traditional TV has been bought and sold for so long on, as he says, “these huge buckets with large audiences.” And that’s not a bad thing. However, there is a heightened need for more accountability for the ad, so what addressability brings is the opportunity to fine tune a message to specific audience subsets (e.g. Adults 25-54). He makes a great comparison to circular ads that you receive in the mail, noting that when the whole neighborhood receives the same flyer it can feel much less personable than, say, a piece of mail with your name on it.
What are some of the challenges we still need to solve in the industry?
“Tech challenges. And measurement, true holistic measurement,” says Adam. “I also think that we are changing the way business is done. And selling addressable is not like selling linear TV. You need to understand data and outcomes and audiences.”
Hungry for more TV Talk content? Check out the full episode here. TV Talk with Jo Kinsella is also available via Spotify, Apple Podcasts, Stitcher and Google Podcasts.