Specific Media launches Householding planning system
Specific Media today announces the launch of Householding, a holistic media planning solution that allows advertisers to reach all internet-connected devices within the multi-screen household.
Until now, the overall effective reach of a multi-platform, multi-format campaign delivered across PC, tablet, laptop, mobile, games console and IPTVs, has been unknown. Householding treats these devices as part of the same ecosystem, rather than as individual elements. Householding overcomes the common barriers posed by multi-device usage, clusters people together into household units and transcends the artificial media divide created by traditional measurement tools to provide truly authentic, multi-device frequency capping, making ad delivery more efficient and cost effective.
Householding also harnesses the power of influence within the home, making it is ideal for joint purchase decisions such as travel, automotive and household goods. Not only does Householding target the primary decision maker within the household, but also those who influence the purchase decision, utilising the power of brand advocacy and household interaction. Additionally, Specific Media is working with TRUSTe to ensure that Specific Media’s Householding technology platform provides the highest standard of consumer privacy protection.
“Specific Media is working with TRUSTe under our privacy requirements to ensure that their Householding technology platform is delivered with high data protection standards,” said Dave Deasy, VP of Marketing at TRUSTe. “Specific Media is and has always been an early adopter when it comes to providing consumers with notice and choice over the collection and use of their data online.”
Guy Phillipson, CEO, IAB UK commented on Specific Media’s new product, “Householding is an innovative and timely product launch, as the average number of connected devices in wireless homes is already at critical mass, and multi-screening in the home has become the norm. It also plays well to the insight that purchase decisions are made by gatekeepers, influencers, and sometimes pester power within the household. We’ll be following developments with keen interest.”
Advertisers are currently facing challenges with technology, resources and measurement to effectively and efficiently take advantage of changes caused by widespread adoption of new devices and a surge in multi-screen viewing habits. With the average household now owning 5.5 connected devices and 84% discussing purchases before buying, Householding brings digital advertising in line with the way today’s technology-savvy, inherently social consumers behave and interact with content.
Colin Petrie-Norris, managing director – international, at Specific Media said, “Specific Media has been at the forefront of providing market-leading digital advertising solutions for over a decade. With the launch of Householding, we’re proud to be continuing that charge with the next-generation of media buying. Householding brings digital advertising in line with the habits of today’s multi-screen, social consumer, by providing advertisers and agencies with a time and cost effective solution to multi-device campaign delivery and reporting.”
John Lewis is one of the first brands to use Householding. Lloyd Page, head of brand marketing, John Lewis, said: “We’re delighted that we will be the first retailer to use Householding to promote our Never Knowingly Undersold campaign leading up to Christmas. This revolutionary product allows us to tap into the social conversation and buzz that takes place in the home by reaching individuals with the same message, regardless of device, whilst maximising the efficiency of our campaign through joined up execution and reporting.”
“Specific Media is working in partnership with media research company Nielsen to provide third party validation on the overall effectiveness of Householding campaigns. David Gosen, European managing director, Nielsen said, “Understanding the connection between what consumers watch and what they buy is at the heart of what Nielsen does. But this connection is becoming ever-more complex due to the proliferation of connected devices. So, it is interesting to see Specific Media taking an approach around a household platform to tackle this, and we look forward to supporting them with this innovative and unique project.”