CMDC Media Digest, 2015-2016
the essence of dynamic ad serving Isolating ordering households on the basis of that households target profile is a touchy subject given Canadas privacy rules Linear TV Geo Targeting Satisfies Condition 1 If enough households have set top boxes capable of feeding data back to cable central then geo demo segments can be created and cross tabulated against linear TV viewing a kind of birds of a feather view together exercise We get a whole set of propensity based profile characteristics above and beyond anything Numeris Canadas TV and radio measurement service can offer Linear TV Geo Targeting with Dynamic Ad Serving Satisfies Condition 1 and Condition 2 In this situation households with the appropriate set top box will view linear TV content that can contain a number of different ad messages The homes general location is known and therefore geo demo segmentation can occur The limitation to pure addressability is that individual households cannot download content on demand Internet Protocol TV Dynamic Ad Serving Satisfies Condition 1 Condition 2 and Condition 3 This is more vision than test and it is the ultimate ATV scenario Households would be equipped with IPTV connections that would double as an online conduit as well as a cable TV conduit allowing for the streaming viewing and paying for a wide range of linear like video content on demand DAS would occur Geo demo household targeting would be coupled with online behaviour facilitated by the fact all this traffic is flowing through one pipeline All the conditions for programmatic buying would be in place TV executional data trails would take their place beside internet transactional data within the clients data management platform The data platform would become more complete as the old lines of demarcation separating online from offline media begin to vanish There are barriers to the widespread adoption of addressable TV There appears to be limited industry cooperation or coordination between Canadas big three communication companies which will slow the creation of scale and national consistency Addressable TV technology is transformative not additive requiring a massive upgrade and a correspondingly huge capital outlay Traditional TV broadcasters holding online video rights will be loath to forgo linear control and allow individual streaming There is a lot of revenue still tied up in the old linear model As a result TV addressability will represent a small perhaps up to 5 of video time proportion of commercial inventory in Canada for the next two or three years Nevertheless addressable TV will increasingly supplement linear TV and help more brands to become famous to the right 15 people instead of being famous to all for only 15 minutes TELEVISION VIDEO ADDRESSABLE TV 92 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
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