How addressable TV lets broadcasters compete with Google and Facebook
Seven premiered targeted ads during the 2018 Australian Open and last year’s Rugby League World Cup, but there’s still confusion about how this new tech works. Here, Mumbrella and SpotX present a cheat sheet of everything you need to know about addressable TV.
Allen Klosowski is a senior vice president at programmatic ad server SpotX. Based in Denver, he oversees the company’s Advanced Solutions Group, a team responsible for innovating and improving the platform. Yet for someone involved in the minute details of the tech, he’s also open about the more holistic troubles this new medium has endured in getting its message across to marketers.
SpotX’s infographic shows how many ways people now watch TV
“There’s a lot of confusion about what addressable TV is and why we’re even talking about this,” he says. One reason, he thinks, is the overwhelming number of ways people now consume entertainment. In 2018, video can be watched via a mobile device, set-top-box, gaming console or smart television, while services range from subscription to ad-funded and even those purchased on a per-programme basis.
SpotX is a video ad serving platform providing media owners with monetisation tools for desktop, connected and mobile devices.
Is this sponsored content a sign of the times for Mumbrella under new owners?
At the very least, it would be good to have something more enlightening than the nebulous “Supported” tag to differentiate it from real content.
Hi Sign, we have had sponsored content for some time before the change of ownership. We’ll take your comments on board about the tagging and flagging supported posts.
Cheers,
Paul Wallbank
News Editor
It is ironic that 7 should be the first cab off the rank with the new generation of addressability considering it was the Network that effectively vetoed essentially the same capabilities when Australian FTA had the opportunity to lead the world with the trickle-out launch of digital TV. At the once-in a-generation time when the industry could have specified broadcast and reception criteria, the ability to target by geography (country, city, street or personal address): By income, type of car, type of credit card, phone, sports followed or a thousand other actual or aspirational differentiators. BroadcastPapers.com.au have a number of white papers on the subject as presented by NDS.
Ironic that to explain this apparently changing market acceptance of targeted broadcast technology they resort to the oldest pay and spray technology this side of a newspaper to do it