Virtually all midsize to large brands utilize linear TV to advertise, showing the same commercials to all viewers of a show irrespective of whether the viewer is the ideal target consumer of that particular product. While this offers scale and cost efficiencies, it fails to provide the targeting and addressability that advertisers require today.
Goals and Objectives
Enables the utilization of data to personalize advertising to know what advertising to sell, who to sell it to, and when to sell it to them, allowing organizations to optimize advertising spend
Machine learning (ML) and AI; real-time data analytics; data-driven linear, smart TV; index linear TV; conversion data analytics; impression data analytics; third-party data analytics; set-top box data; dynamic ad insertion; adaptive bit rate streaming; and meta data management
Use Case Summary
Data-driven addressable advertising enables advertisers to identify which TV programming has the highest concentration of a targeted audience. This allows marketers to plan TV campaigns using precise audience segments rather than blunt-edged age and gender demographics.