Episode 31

The wait for addressable TV advertising is over. The mass adoption of smart TVs and the ability to use data for audience-focused messaging is opening the doors to personalized advertising on the biggest screen in the home.

Almost half of the TV homes in the U.S. (47%) have at least one enabled smart TV. Additionally, the first-quarter 2019 Nielsen Total Audience report found that 72% of U.S. homes use streaming-capable TV devices. These numbers highlight a significant opportunity for brands, marketers and advertisers—and that opportunity is audience-level engagement.

In its most basic sense, addressable advertising is messaging that advertisers send to only the audience they want to reach. And now that 58 million U.S. households have at least one internet-enabled smart TV, advertisers have both the data and the avenue to connect with viewers on the biggest browser screen in the house—the one on the living room wall.

As advertising channels become more focused on specific audience, it’s critical that brands, marketers and advertisers pay attention to the needs and wants of the people they’re engaging with.

Across audiences, women are a key focus for brands. Not only do they outnumber men in the U.S. (52% vs. 48%), they have shared or primary responsibility for daily shopping and household chores, and they’re the primary buyer for everyday household items. They also consume significantly more media each week than men (73 hours vs. 68 hours). And when it comes to what women are looking for from brands and advertisers, it doesn’t have anything to do with the color of the package the product or service comes in.

This special episode, recorded during Advertising Week, focuses on addressable advertising and how the media industry can use it and other approaches to best reach the audiences they seek to engage with—particularly women. Our conversation includes Kelly Abcarian, general manager for Nielsen’s Advanced Video Advertising Group, Jessica Hindlian, SVP in Nielsen’s Advanced Video Advertising Group, and Tracey Scheppach, CEO and Co-Founder of Matter More Media.

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