Addressable TV

What’s addressable TV?

Addressable TV is a way of delivering advertisements on TV, which allows you to show specific creatives, different from family to family, in real time, based on the characteristics of the family and their lifestyles.

Traditional TV has always used the GRP (Gross Rating Point) to measure the effectiveness of advertising campaigns on its target groups, usually based on estimates derived from audience sharing data combined with audience profiling data from consumer surveys.

Today digital TV provides additional data, allowing viewers to be grouped based on the content they actually see. In fact, if the devices used to access TV programs are connected to the Internet (e.g. Smart TV, set top box, tablet, smartphone or PC), modern tracking technologies, very similar to those used on the Web, provide information in real time on the programs that are actually displayed in each individual family, so that advertising can be targeted based on the profile of the family resulting from its consumption behavior for each device.

Let’s take an example to better understand the potential of this technology: if the Cartoonito channel is often displayed on a smart TV, it is highly likely that there are preschool children in the family. Consequently, when channels such as Rai1, Canale5 or RealTime with adult programming will be displayed on the same smart TV, a commercial on children’s products will be provided, dedicated to parents.

Strenghts of Addressable TV campaigns

The advantages of addressable campaigns are manifold; in particular, this solution allows the optimization of one’s investment and the maximization of useful contacts thanks to three features:

Target segmentation

The target can be segmented with respect to various parameters, from geolocation by region, province or nielsen area to more qualitative criteria. For example, it is possible to choose your audience by distinguishing families with children from users under-30 and also direct the campaign with respect to the interests of each. This profiling takes place thanks to the use of different databases:

Geographic

Socio-demographic

Economic

Lifestyle

Frequency cap

By Frequency Cap we mean the maximum number of times that a commercial can be delivered on a smart TV. This feature allows you to avoid showing a commercial too many times to the same person, thus saving budget and at the same time increasing brand awareness (a commercial seen too insistently is not pleasant for the viewer).

This feature, typical of web marketing, is not available in linear TV campaigns (where a commercial is continuously broadcast without being able to select who sees it), but is exclusive to AddressableTV.

The following image shows an example of a Frequency Cap equal to 4 on a TV campaign above 100 GRP (the height of the bars indicates how many people have seen that number of commercials). From this graph it is therefore clear that by placing a maximum limit of 4 commercials for each television, 56% of gross contacts can be saved for the same effectiveness of the campaign.

Measurability and certainty of vision

Another advantage of addressable campaigns is the possibility of having a clear picture of totalized views, with data on type of users reached. Furthermore, visualizations are considered only if at least 75% of the spot is seen, this guarantees a real count of the result achieved.

Census survey of every single view

Views counted only if viewed for> 75% of the spot duration

Below are two insights into the services offered by the two main circuits
on which it is possible to activate an addressable campaign