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The Argument for Addressable Advertising

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For several years, 我曾在一个以盈利为重点的会议上工作过,该会议对概率测量和确定性测量进行了深入的辩论. 每次我开始听到这种闲聊时,我都会微笑、点头,然后迅速离开房间.

But for those of us who follow the streaming advertising industry and ad tech, 掌握这些话题的实用知识是很重要的,即使对它们的相对优点的长期辩论让我们争相退出. For this column, I spoke with Larry Allen, VP and general manager of data and addressable enablement at Comcast Advertising“什么是可寻址广告??“可寻址”一词指的是针对数字和广播库存,并能够在家庭层面上购买受众群体.

According to a Go Addressable industry survey, 73% of marketers are using addressable, which is a 16% year-over-year increase. What’s more, 47%的受访广告商表示,可寻址性在他们的前期谈判中发挥了重要或非常重要的作用.

How Addressable Works

现在,线性广播不再主导广告支持的媒体和娱乐领域, 广告商需要数据将受众的广告曝光与结果确定地联系起来, Allen says. Most of the data that advertisers focus on reflects targeting on premium content, but this approach works for non-premium content as well. “Everything is matched to household address,” Allen explains, “but there are other identifiers that can tie to it. They could be behavioral attributes, purchase attributes, or third-party licensed data from other sources.”

In this year’s upfronts, Allen says, “可寻址和流媒体是对话的重要组成部分,因为广告商理所当然地试图跟随观众. Therefore, they now need to negotiate their buys across linear and digital. They’re thinking, ‘How do I reach my audiences cross-platform?’ And one of the big reasons for that is better ROI measurement.”

广告商可以通过FreeWheel或其他供应端平台的担保购买或竞价购买来购买可寻址广告. “任何销售广告的人都希望将所有的库存统一到一个桶中,这样他们就可以针对买家想要追求的任何特定目标拥有最大的规模和影响力,” notes Allen. Addressable, he says, effectively answers the question, “Who is my audience?”

Measurement

An addressable-ready ad-supported service, Allen explains, 可以在广告客户的目标受众和订户之间进行确定匹配,并在广告库存中激活他们.他说,这就是他们的广告库存有价值的原因,即使他们还没有形成规模.

确定性数据应该是观众可以直接提供的准确信息, or it can incorporate personally
identifiable elements such as names or email addresses. Probabilistic data comprises individual pieces of information, such as a device’s
operating system or IP address. This data is what’s used for targeting when supplied data is missing. In other words, a probabilistic scenario is
based on a panel of representative viewers. 如果FAST服务达到200万人,则代表小组可能没有代表
within the 2 million viewers. If this is the case, according to Allen, “they can’t use a third-party measurement service to validate their inventory
and sell against it. If you’re a FAST channel, 除非你有第三方衡量,否则你无法了解你的受众是谁
service letting you know who’s actually watching your stuff. The state of measurement today for these environments is pretty weak.”

How much of FAST content is sold as addressable? “I don’t have the exact percentage,” Allen says, “但如果承载FAST内容的底层平台启用了该技术,并提供与确定性客户匹配的库存能力, it’s possible.

“康卡斯特正在为FAST的合作伙伴提供这项功能,”他继续说道. “FreeWheel and other ad servers are providing impression reporting. I wouldn’t consider that measurement.” He goes on to list VideoAmp, Comscore, and Nielsen as services that can measure addressable inventory today.

Reach

“Brands that we talk to are very concerned about driving incremental reach—i.e.比如,找到最后15%或20%的很难接触到的用户。. 前提是可寻址找到这些受众,比购买更有成效, say, the 18-to-49 demographic in a specific designated marketing area (DMA).

“That’s one area where we think addressable works really well and is a benefit,” Allen explains, “因为如果你把广告放在对某件事感兴趣的人面前, that’s good.”

Frequency

Frequency remains a pressing problem, according to Allen. “It’s a pain point for a couple of reasons. 首先,当你一遍又一遍地看到同样的广告时,这不利于消费者的体验.“这可能意味着在短时间内在一个或多个服务中看到相同的广告. “The reason why that’s happening in many cases,” he explains, “is because of the fragmentation of these services, and they don’t necessarily always have the same IDs.”

What’s more, he reports, “only half of campaigns are even frequency-capped at this point, according to a FreeWheel study we did, which is not great. 能够使用可寻址信号允许您去重复和频率上限.”

The Addressable Formula

The 2022 Comcast Advertising Report says buyers still face challenges in obtaining incremental reach, mentioning cost and frequency control as the biggest obstacles. 这项对数十亿次印象的研究得出结论,广告商应该采取两项措施来最大化覆盖范围和频率:

  • 将20%-30%的付费视频预算分配给流媒体,其余的分配给传统电视.
  • Allocate 30% of impressions to highly targeted, addressable strategies, and allocate the remaining impressions to broader, data-driven TV and streaming across networks and dayparts and over months.

支持可寻址的关键论点是,将客户信息与观看行为和消费行为联系起来的能力,使广告商更加了解他们对计划和购买的看法. “一旦你知道谁在看,或者谁可能在看,他们就有可能进行交易,” says Allen, “wouldn’t you want to buy just those people?”

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