Daily Mail – by MARK PRIGG Ads targetted on what political party you support, what clothes you buy and even where you go could could soon be coming to your TV, it has been revealed.
TV firms are beginning to trial the first ‘addressable ads,’ and say they can target an individual home.
The technology can replace every ad with one deemed suitable for an individual or family.
HOW IT WORKS
The system allows firms to look at everything from voting histories to demographics, magazine subscriptions to credit scores, all in the hopes of identifying their target audience.
The advertiser then hands over a list of targets and, without the viewer necessarily realizing it, the ads pop on when viewers sit down to watch a program if their broadcaster has the technology.
It can also automatically replace ads on their DVR with more suitable versions.
‘This is the power of a 30-second television commercial with the precision of a piece of direct mail targeted to the individual household level,’ said Paul Guyardo, chief revenue officer at DirecTV, which is working on the system along with Dish Network.
‘Never before have advertisers had that level of precision when it came to a 30-second commercial.’
Their a partnership that would allow political clients to reach into about 20 million households by matching up customers’ identities with their satellite receiver.
The system as first tested by President Barack Obama’s campaign in 2012 experimented with it on a small scale, but newer technology has made it easier to target homes.
Experts say the system could make it easier for advertisers.
‘With a traditional TV buy you can end up paying for a lot of eyeballs you don’t care about,’ Chauncey McLean, chief operating officer of the Analytics Media Group, an ad and data firm, said.
‘Addressable TV is a powerful tool for those that are equipped to use it. If you know who you want to talk to and what you want to say, you can be much more precise.’
The system allows firms to look at everything from voting histories to demographics, magazine subscriptions to credit scores, all in the hopes of identifying their target audience.
The advertiser then hands over a list of targets and, without the viewer necessarily realizing it, the ads pop on when viewers sit down to watch a program if their broadcaster has the technology.
NBC and parent company Comcast are opening the door for advertisers to target specific households using video-on-demand services in 20 million more households.
The communications giant is not yet ready to implement the targeting during live broadcasts, though.
TV just for you: Researchers say targeted ads could become commonplace by November’s elections
GroupM, which handles about one-third of the world’s ad buys, recently formed a division to handle such addressable advertising.
‘We can send different commercials to different households based on what we know about these people. Instead of one message per state, it could be 12 messages per state,” said Michael Bologna, GroupM’s director of emerging communications and president of the newly formed Modi Media.
The broadcast companies are expected to be able to charge more per viewer than for other ad orders, but in exchange advertisers get a greater confidence that their message is finding its target.
For instance, Allstate has used such an approach to weed out homeowners when it is pitching rental insurance on some broadcast systems.
Such specific political outreach has been possible for years as strategists buy, build and scour detailed data on each home to determine whether it is worth the time to knock on a door, to register a voter or to phone them to remind them to cast a ballot.
TV branching out: the system would allow advertisers to target individual homes
In recent years, Democrats have built an advantage on that data front.
The Republican National Committee has made catching up a priority, saying it would focus on data this year and leave advertising to outside groups.
The RNC has announced one effort, branded Para Bellum Labs, to help the party build its list of likely supporters for races up and down the ballot.
‘It’s a shift from identifying groups to identifying people,’ said Andrew Bleeker, president and CEO of Bully Pulpit Interactive, the main firm advising McAuliffe on digital strategy.
Fewer than half of all households have a cable box or satellite receiver that allows the broadcasters to splice in ads on some televisions and not others.
The providers are limited to selling about two minutes of addressable advertising per hour.
An hourlong show on a broadcast network has about 14 minutes of commercials.
Cable varies, but they generally have about 17 minutes of commercials in a 60-minute slot.
Read more: http://www.dailymail.co.uk/sciencetech/article-2561531/The-ad-break-just-TV-firms-reveal-plans-ads-target-individuals-families.html#ixzz2tcgWQnR4
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I’m probably the exception to the rule.
1. What DVR?
2. Comcast Who?
3. Direct TV who?
I get over the air only, and in Sac, that’s Ch 3, 6, 10, 13, 40, 58 (rounded) and I can’t stand listening to them for 2 minutes now. They get RIGHT under my skin immediatly. Lie after skewed story lie. Missing information after missing information. No follow ups. No timelyness–Stories from month to 2 days old. No feedback loop to the local station. And nobody ever listened to me about going to the station and filling their “public file” with complaints until the FCC is forced to yank their frequency allocation.
TV is dead.
Radio is almost there as well. Same reasons.
The web has promise, but seems like seperating the truth from lies during times of crisis can be a pain. Kind of tired of hearing fear porn. But I get it why it’s being done in some cases. I just don’t like being scared, I like KNOWING what’s up so I am not scared.
The one that angers me off the most I think is when they take an OLD story and re-do it with the current date and not clarify it’s an OLD story. When I am looking for Today’s news, I don’t like re-hashing / filtering out the old as there is only so much time in a day. To be honest I rather do something else than all this negative stuff, but to do that is to turn my back on my country. Ain’t doin that. At least when I work to stay current, I can rip to shreads nearly any propaganda topic. I have a lot of respect for your website and shows. I know it’s damn hard work–I wish more people knew how hard–but they would need to actually do a show themself to figure it out. I did it for 6 with music, but when the NDAA came, that was it. learned I could be disappeared, just interviewing a foreign band member. I wrote all the labels, and the director of public access.
RESTORE THE US CONSTITUTION
and then I pulled the plug, websites, domains, hosting, shows, everything. I miss it but I ain’t going to be the test case for the NDAA.
Good grief, they were spying on me after all.