[Appearing in Broadcasting & Cable] – Advanced TV Ad Targeting: Separating the Wheat From the Chaff

I wrote this piece on Advanced TV advertising, which published in Broadcasting & Cable today (February 26, 2018).  If you’ve heard about Advanced TV and want to learn more, or if you’re just getting started, I hope you find it useful.

*****

You probably read the trades and know that you can now use rich first- and third-party data to target audiences on TV just like you can in digital.

This is just one of many improvements available via Advanced TV. It sounds straightforward, but dig into the topic and you’ll quickly find yourself asking questions. For example, what’s the difference between addressable TV and programmatic TV? Does digital-esque targeting work on “traditional” TV, or just addressable? What does “data-optimized TV” mean?

Aside from the early adopters, many marketers can’t define exactly what Advanced TV is.

The first thing to know is that Advanced TV isn’t just one thing. It’s a broad term that encompasses an array of products and services. Let’s examine three of those services: programmatic TV, addressable TV, and data-optimized TV. Each has its purpose. One might be better for your brand’s goals than the others. Together, we’ll explore how the services work and identify some questions to ask when considering which service might be right for you.

To read the rest of the article, click here.