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.
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.
“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
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: firstname.lastname@example.org
CEO Analytics combines the advanced analytics of Disassociated Conjoint Analysis and proprietary algorithms to discover the "why" behind your customer's decision.