For Addressable TV to really take off, don’t look at media, don’t look at creative… look at consumer insights research

True insights into your customers' drivers is now needed more than ever!

If I were 20 years younger and still in media, I would be all over Addressable TV like white on rice as they say. As an ex-creative (2 Addies) and a 30-year media and strategic planning veteran I can’t imagine a more exciting medium than Addressable TV. Addressable TV is like a dream come true: you deliver the right creative to the right audience in a customized way.

Right now, as this article in Media Village (www.bit.ly/3lvZKHg) points out, there are three ways in which Addressable TV can be bought:

• 'Single Advertiser Spot Optimization' (SASO): One Addressable advertiser buys the ad unit in its entirety. That advertiser can run multiple versions of creative based on the demographic/ geographic/ psychographic profile of the household.
  
• ‘Multiple Advertiser Spot Optimization’ (MASO): Where a single ad unit is split between multiple advertisers based on their audience targets.
  
• ‘Aggregation’ which is "basically throwing everything together and mashing it all up".
  

At the core of Addressable TV lies the advertiser’s ability to fully understand what the right message is for every specific audience and delivering on it. But there are two “must haves” if Addressable TV is going to work.

No… it’s not media! Media people are not typically at the core of the real benefits of Addressable TV… they are just not called into the messaging function.

“Must Have #1”

Real research into the consumer insights that matter… because a lot of conventional research doesn’t really detect what is relevant and to what extent for each segment.

The worst example in the world.

We recently filled out a survey done by a well-known supermarket chain: “On a scale of 1 to 5… how do you rate our cashiers?” Well, I certainly love their cashiers… super nice people, always with a smile, very efficient. Now, ask me just how relevant are they for me to choose that supermarket and the answer is zero. They don’t influence me at all.

A completely different approach.

At CEO Analytics we’ve pioneered the use of Disassociated Conjoint Analysis and sliders to really understand not only what is relevant to each group, but also to what extent. So, for example, working with a very well know weight loss guru we were able to identify 3 factors that were really important to those in the mailing list that had not purchased in the past year vs. those who were steady customers.

Along the way we did other cool stuff:

• Predicted what kind of programming a TV network should produce in order to improve their ratings (and even identified which program would be a hit with a younger audience that they weren’t even measuring.
• Identified the two unique attractions for older consumers for a Hamburger franchise.
• And more

“Must Have #2”

Creatives, are an integral part of the messaging eco-system, but can’t bear all of the responsibility of Addressable TV. Why? While creatives pilot the messaging, they also depend on their copilots to tell them what is important or not to their target consumers.

At CEO Analytics we realized, early on, that all the data in the world doesn’t help much unless you can transform it into intelligence quickly and effectively, so we took pains to create dashboards that allowed anyone in your team, no matter how “techie” he/she is, to quickly understand any group. Among some of the more “fun” charts
:

• Four dimensional graphs that quickly allow anyone to see how alike or dissimilar the different targets are for any pair of variables AND for any target at the same time.
• Drillable heat maps that show the variables affecting any one factor but shows all the factors in relative size and important to each other
• And, again, many more, plus we will create any chart or visualization that a client finds useful

For Addressable TV to work it needs way better understanding of what really drives each target AND the ability to transform that understanding into actionable intelligence. I believe that, at CEO Analytics, we have cracked that particular code. So, can we help you? I don’t know, probably yes, but it begins by dropping us a line: msalup@ceo-analytics.com