“When you´re just thinking about frequency mitigation on a campaign, addressable will ultimately be the way that we deliver all TV“, Larry Allen, Vice President and General Manager of Addressable Enablement at Comcast Advertising, said during his participation in the panel “The new world of national Addressable TV advertising on Pay TV”, in the first edition of the Dataxis Nextv Ad USA event.
“Individual audience optimization will deliver a better outcome, a better value. The addressable evaluation is just the next step in that, and we do need to be more transparent and surface that”, the executive said in the beginning, when asked by the moderator Jamie Power, Chief Data Officer & Head of Platform at Cadent, about what future he saw for the technology.
However, he later mentioned: “If an advertiser is trying to reach the light tv viewer (who consumes less than two hours per day), there’s no better way to do that than with addressable. Because you can identify who are the households in a certain market or across a wide geography that are light tv viewers and fit your target, and you can then focus on those”.
Lastly, regarding his prediction of what features addressable advertising will end up acquiring, Comcast Advertising’s Vice President and General Manager of Addressable Enablement said that companies will be able to decide when to stop sending an ad to a home after repeatedly including them in a certain segment of a campaign. “So whether you’re going for a small target or for a broad target, you still wanna use it for frequency matters“, he added.