Visible World provides a full range of addressable TV capabilities across different TV inventory types.
- Zone Addressability enables cable MSOs to target and customize ads to different cable zones within a DMA or across multiple DMAs across cable networks
- Household Addressability allows a multi-channel distributor to deliver different TV ads to different household segments based on a household’s characteristics
- Network Addressability makes it possible for a cable or broadcast network to tap into already-deployed addressable capabilities (both zone and household) on their own inventory
- Non-linear Addressability inserts targeted ads on non-linear avails, such as Network DVR and Video on Demand
- Addressable Interactivity enables the Media Solutions infrastructure to support interactivity with any addressable TV ad type
Visible World targets, customizes and delivers thousands of TV ads each day through its platform. This scalability is achieved through a modular hardware and software architecture as well as tools and workflow systems that are common across all inventory types.
ZONE ADDRESSABILITY
Deployed across 80% of US cable households through partners including Comcast, Time Warner Cable, Cablevision, Charter, Bright House, and Insight, Visible World’s platform offers MSO Interconnect sales teams and NCC media the ability to automate the execution of zone-based targeted campaigns that are sold under the Adtag®/Adcopy® brand, which is owned by the local cable industry.
Deployed across 80% of US cable households through partners including Comcast, Time Warner Cable, Cablevision, Charter, Bright House, and Insight, Visible World’s platform offers MSO Interconnect sales teams and NCC media the ability to automate the execution of zone-based targeted campaigns that are sold under the Adtag®/Adcopy® brand, which is owned by the local cable industry.
The Visible World | Connect platform allows advertisers a fast, efficient and highly accurate single point of customization and distribution for their multi-market, targeted ads. Advertisers in verticals such as auto, network promo, retail, and financial services are among those who have taken advantage of these capabilities.
Zone Addressability is available across all local ad-insertable networks for both Standard Definition and High Definition ads.
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HOUSEHOLD ADDRESSABILITY
Visible World is the first advanced advertising technology and services company to have successfully deployed household addressable advertising at scale.
Visible World is the first advanced advertising technology and services company to have successfully deployed household addressable advertising at scale.
Combining the targeting precision of direct marketing with the power of TV advertising, Visible World’s Connect platform enables advertisers to target different ads to any customized household segmentation. One highly effective advertising strategy is to target acquisition offers to non-customers and upgrade offers to existing customers, thereby increasing proven media efficiency and effectiveness.
Visible World’s Connect platform also provides advertisers with aggregated set-top box viewing data to develop valuable audience measurement insights around which networks and dayparts their target segments are watching and which ads perform better than others.
Account Management works directly with advertisers and agencies to develop campaign strategies and source segmentation data based on each advertiser’s unique business objectives. To date, major national advertisers in mobile, auto, financial services, retail and consumer electronics have taken advantage of Household Addressability.
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NETWORK ADDRESSABILITY
Network Addressability extends the Visible World solution to network or national avails. Zone and Household Addressability have historically been available only on MSO or local cable inventory (two minute per hour) that most operators receive from the networks.
Network Addressability extends the Visible World solution to network or national avails. Zone and Household Addressability have historically been available only on MSO or local cable inventory (two minute per hour) that most operators receive from the networks.
Network Addressability allows the cable or broadcast network to target down to different cable zones or even households on their own inventory as well. For example, USA or AMC can target different ads to different cable zones or even households on their approximately 12 minutes of inventory per hour.
Network Addressability opens up a sizable portion of the TV industry’s inventory to Zone and Household Addressability.
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NON-LINEAR ADDRESSABILITY
Visible World has customized its addressable platform on linear TV to support non-linear inventory, such as Network DVRs and Video On Demand.
Visible World has customized its addressable platform on linear TV to support non-linear inventory, such as Network DVRs and Video On Demand. The same ads that are targeted on Zone or Household Addressability are inserted into the Network DVR or VOD stream. The household then sees the same targeted ad whether watching on linear or non-linear TV.
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ADDRESSABLE INTERACTIVITY
Visible World supports EBIF-based Interactivity across all types of addressability. An addressable ad can be made even more effective and measurable with a Request For Information (RFI) or Telescoping interactive application embedded into the ad.
Visible World supports EBIF-based Interactivity across all types of addressability. An addressable ad can be made even more effective and measurable with a Request For Information (RFI) or Telescoping interactive application embedded into the ad. Visible World currently provides Interactivity for Comcast’s Ready Remind® Zone Addressable campaigns and will soon provide the same capability to Cablevision/New York Interconnect.
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Addressability transforms television from a broad medium to a data-driven, transparent and more powerful marketing vehicle. To streamline workflow, Visible World offers campaign management tools to ensure seamless development and execution.
Specifically, the Campaign Manager allows media sellers to get campaigns on air, make changes, track performance and generate reports on a single console. This critical tool ensures that media sellers can execute addressable campaigns without requiring additional dedicated staff.
SETTING CAMPAIGN OBJECTIVE & STRUCTURE
Household addressability enables marketers to focus on the core business objective and evaluate what drives results. For example, advertisers can set objectives related to acquisition or usage. Specifically, a credit card company’s objective might be to increase card member spend by 8% within 6 weeks.
While the traditional television model calls for advertisers to produce 2-3 spots, buy an 8 week flight on networks that skew Female 18-49, and run spots in an even rotation, now advertisers start with a much more concrete and measurable business objective.
CAMPAIGN STEPS
- Set campaign objective
- Create segmentation profiles through 3rd party sources or the advertisers’ proprietary data
- Match segments against cable subscribers via a 3rd party to ensure appropriate segment sizes
- Customize ads, if necessary, to ensure messages resonate with the segment
- Launch and optimize campaign once audience measurement data flows in to ensure business objectives are met or exceeded
WORKFLOW
To streamline workflow, Visible World provides a web-based Campaign Manager to track and automate each stage of the execution:
- data segmentation ingest
- household counts
- adcopy assignment to each segment
- real time reporting analytics
- optimization
- affidavit management
Visible World provides media sellers with more than just hardware, software and tools. Managed Services is a centralized team that supports all aspects of addressability without the need for media sellers to add substantial dedicated staff. The Managed Services team works side by side with media sellers’ traffic and commercial operations teams to ensure that addressable campaigns are executed smoothly and with minimal effort.
- Account Management
- supports campaign design, traffic and collaborates with Standards & Practices S&P for clearance
- Performance Analytics
- specializes in sophisticated campaign measurement, optimization and reporting based on aggregated audience measurement data delivered throughout the campaign
- Production
- customizes existing adcopy to ensure the commercial’s message is tailored to the right segment
- Master Control
- Encodes and transcodes all native adcopy formats, creates media packages that map segmentation data to adcopy, electronically delivers media and data to Visible World hardware installed in each cable market and works with local traffic to ensure accurate execution of each campaign. Master Control provides ongoing monitoring of the health of the Visible World hardware
- Quality Control
- Views all adcopy before shipment for video and audio level accuracy
Visible World collaborates with its TV inventory partners to sell addressable media directly to agencies and advertisers. Because of its focus exclusively on addressable TV, the Media Sales team provides a deep source of experience and knowledge with addressable TV. The Media Sales team also tailors addressable TV inventory to the business model that works best for each advertiser in order to achieve optimal business results from each campaign.
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