Addressable Advertising

July 21, 2012

See also: Advanced Advertising, Versioning

CIMM DEFINITION: Advertising that is directed to specific geographies or audiences to increase its relevance.

2: “An advertisement sent to a specific home, Set-Top Box or geography.” (Source: Nielsen Media Research)

3: “Specific video advertisements that target a set of audiences, homes, or Set-Top Boxes. Such targeting can be based on viewer information including thematic, geography, demographic, and /or behavioral data. Such targeting techniques can be applied to various video services including broadcast, SDV, DVR, and /or VOD program channels.”  (Source: BigBand Networks)

4: “An advertisement or interactive enhancement that is presented to a specific subset of STBs in the universe/footprint. Alternatively, a collection of advertisements or enhancements that are broadcast to the universe/footprint, from which a single advertisement and/or enhancement is individually selected and presented to each STB.” (Source: FourthWall Media)

NOTE – “There is a broad spectrum of addressability mechanisms. On one end is the Canoe CAAS architecture that selects a specific advertisement for every STB at each placement opportunity and inserts the chosen ad or enhancement into a custom stream for each STB. At the other end is the AdWidgets system from FourthWall Media, which embeds (binds) EBIF enhancements into spot ads, which are then broadcast to an entire footprint or zone, and once executing on the STB the EBIF enhancement makes a decision about whether or not to present itself on the current STB. (Source: FourthWall Media)

NOTE We define addressable advertising as the use of data sets to enable more targeted matches between messages and audiences than takes place in the current environment.  Addressable advertising can therefore occur at the national, regional, market, neighborhood, household, or individual level.” (Source: Visible World)

NOTE – Addressable Advertising allows for multi-advertiser spots and is the foundation for interactivity. (Source: Invidi)