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Preaching to the masses is overrated anyway

by Daniel Bradley

Programmatic is a buzzword that has been thrown around ad nauseum over the past few years – especially in relation to the non-digital channels embracing automation through programmatic buying. But while testing and trial campaigns have been carried out across various media, the reality is that real-time trading in a programmatic fashion is still mostly a work in progress.

What’s more important at this point in time is unlocking the potential for deeper audience addressability. In other words, the ability to target a specific audience by their behaviours or attitudes, rather than their basic demographic information, which is far more valuable for many clients and media planning teams.

The TV industry is where these early developments have primarily manifested, with Multi Channel Network’s Landmark system, coupled with their AOL partnership, allowing internal media teams to trade both their linear TV and catch-up inventory on both Foxtel and Ten dynamically. It’s also given them the power to trade on a much wider slate than is possible with traditional MGB or 25-54, demo-based audiences.

And Nine Network has followed suit. Just this month, it introduced its 9Galaxy platform, giving agencies the ability to trade parts of their inventory dynamically, while dialling up the network’s accountability for guaranteed target audience delivery.

Pulling the trigger on next gen advertising

While these developments are excellent first steps towards unlocking the power of addressability, it’s outdoor space that’s the real trailblazer.

The industry-wide move into digital inventory has opened up a significant tech opportunity that just wasn’t present when we were operating in a purely static outdoor environment.

The 2015 Porsche campaign was a great example of harnessing extended capabilities in the medium to deliver addressable communications to a specific audience. Using image recognition software, the client was able to create digital billboards with a distinct difference – the bespoke creative was only displayed when a Porsche approached.

Triggers like this have become far more commonplace in the past few years. Simple things like the time of day, temperature or real-time traffic conditions now influence communications, both creatively and contextually, on a far greater scale. But the next major leap forward will be responsive advertising based on exactly how an individual is interacting with a site; a concept that might seem futuristic, but is actually a reality within reach.

So, with all of this talk about the continuing rise of addressability, the real question is: why is it beneficial? And what advantage does it offer advertisers?

Addressability gives brands the opportunity to achieve that optimal goal of ‘right person, right time, right message’. It allows them to qualify and tap into a higher percentage of their target audience, in a context that is most relevant to the individual, with a creative message that is better aligned.

There is certainly still a time and a need for mass communication, but advertising platforms are taking the first steps to give brands and advertisers the ability to truly deliver precision addressability at scale. And that means nothing but benefits for consumers.

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