The advent of TV ad targeting
Kathryn Jefferies, head of media at Equi=Media, says as TV ad targeting rises, the challenge for the TV industry will be to use the data they have to target consumers as effectively as online, and as seamlessly…
TV ad targeting is set to be a hot topic in the UK and the move represents a big shift for the TV industry.
Behavioural and contextual targeting has been on the rise in the online world for some time and it is only natural that marketers start looking at how they can extend this intelligent use of data to other mediums.
The introduction of mass-market IPTV into the living room presents new opportunities for targeting ads based on living room viewer behaviour both on TV and online.
For advertisers this means the ability to deliver targeted ads to the right audience, therefore maximising their marketing spend, while the viewer is delivered ads and content that’s more relevant to them.
The major cable and satellite providers are currently trialling and rolling-out new systems for targeted TV advertising.
Sky’s AdSmart technology, which was unveiled in 2009, introduced video on demand (VOD) ad targeting on Sky Player, which merges historical viewing data, page views and customer data such as age and post code to create over 20 customer segments.
BSkyB is planning to rollout AdSmart to its traditional TV service via its Sky HD+ boxes by 2014, which indicates Sky’s intent to roll out the system to a significant proportion of its customer base.
YouView, planned for launch in 2012 is set to be the ‘Freeview’ of IPTV in the living room, has yet to release details of advertising opportunities, but no doubt it will adopt some form of ad targeting model. Additionally Virgin is due to fully rollout its new platform, based on TiVo, at the end of March.
For digital buyers in the UK this represents an opportunity not just to enter the TV advertising space, but also to extend targeting capabilities into the online arena as TV viewing data becomes available to target users across the web.
However, with greater use of customer data comes greater responsibility for advertisers, targeting ads behaviourally has currently under the spotlight recently with the upcoming EU e-Privacy directive coming into force from 25 May 2011 and something that the TV and media industries will be paying close attention to in the coming months.
This is a big step for our industry and if we are to get it right it’s crucial that we handle the use of consumer data sensitively.
The challenge for the TV industry will be to use the data they have to target consumers as effectively as online, and as seamlessly. If they are able to get this right then I think we will see TV ad targeting really taking off and advancing rapidly over the next few years.