4A's Transformation 2014 - March 18 - Louis Jones, Maxus
Identify and target homes based
on viewing patterns, customer lists,
advanced demography and
Current Addressable Universe
4A’s Addressable Goals
Facilitate the Growth of
Addressable TV & Online:
Best Practices in Digital that
impact National Addressable
Year 1 recommendation for
Addressable TV Best Practice
Connecting the Addressable
TV and online for greatest
value extraction for advertisers
GET PERSONAL THROUGH ADDRESSABLE TARGETING
Addressability for the near future
• The Acceleration factors…….
• # of HH’s: 20MM to 60MM, what next?
• Cable/Satellite/Telephone Systems: Achieving scale
• Delivery systems: Invidi, VisibleWorld, BlackArrow, etc
• Type: Linear, VOD, Online: what’s most effective: alone/together
• Targeting basis: Demo, Psycho, Behavior
• Measurement: Rentrak, Shopcom, etc.
• The economics: who benefits and how?
• Who does the work/where data is available?
• Custom or Programmatic? Premium vs Long Tail?
• What is the right CPM? What is the right media mix/balance?