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AdAge: “The CMO’s Guide to Addressable TV Advertising”

20 February 2014 | Industry Buzz, News Links

AdAge published a great primer on the current state of addressable TV advertising, including a reference to Visible World’s work with Cablevision.

Marketers pinpoint their target audiences and create a household profile using data such as income, ethnicity, children in the household and car leases set to expire. They then work with cable operators to determine the number of addressable-enabled households that fit their target and serve commercials to just those homes.

…In general, addressable is most exciting for marketers that don’t normally advertise on TV due to budget constraints or because there’s no efficient way to reach their niche audience, said Michael Bologna, head of GroupM‘s Modi, a division created last month to focus on addressable advertising.

Read more.