If you have heard of the concept of addressable advertising before, then you’ll know that it’s about sending different ads to different households even though they’re watching the same program. At the moment, many cable providers and satellite companies are toying around with this idea. Some are using it, but it’s mostly been available for on-demand programming. However, it’s about to become very prevalent during normal television broadcasts because of its practicality.
Advertisers Love This Idea
Of course, advertisers love the idea of addressable advertising because it helps them to ensure that they get their ads in the right houses. For example, a company can spend money on addressable advertising to ensure that people who want their product get to see their ads. This information is known because of demographical data as well as other information that comes from big data. People who don’t like being targeted by ads might be alarmed by this trend, but it really isn’t any different from how online advertising works with its algorithms.
If advertisers are able to use their ads to get to more people, then they will be able to spend their money much wiser. A company can buy television ads without having to worry whether those ads will be seen by the right demographic. It makes it so that fewer irrelevant ads will be played for households, and this simply makes sense for the advertising industry. No matter what your thoughts on this are, it’s easy to see why advertisers would like it.
Is This Inevitable?
Most experts say that addressable advertising will inevitably become a big deal in the coming years. It’s already happening, and you might be in an area where addressable advertising is already being rolled out. Cable companies have been looking for ways to compete with online advertising for years, and this could be a big part of that. As mentioned earlier, it has similarities to how targeted online advertisements can be.
The next time that you’re watching the same show as people that you know, it’s possible that you could be seeing different ads despite living in the same town. This could be due to household differences such as age, gender, and any number of other things that the data has access to. Just how targeted will these ads be, and how much do they know about your household? Quite possibly a lot more than you think.