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Direct Response Marketing

Addressable TV Ads Making Headway

13 Sep, 2012 By: Doug McPherson

ROANOKE, Va. - It’s a sign that addressable TV-advertising technology – where marketers can predetermine the type of consumer who’ll see their ads – is possibly gaining headway: Allstate insurance is aiming at home renters versus homeowners with targeted ads via DISH Network and DirecTV.

The insurance giant is using consumer data from firms such as Experian, Epsilon and Axicom, along with subscriber information from DISH and DirecTV, to target about 15 million renter households.

Tracey Scheppach, executive vice president of innovations at Publicis Groupe’s SMGX, which helped Allstate place the advertising and navigate the talks with both media outlets, told Advertising Age that it’s the first time they’ve been able to go live on two platforms at once with the same campaign.

The commercials appear during ad time controlled directly by DISH or DirecTV. Viewers who don’t qualify for the ads typically see DR pitches. It’s also the first time Allstate has used TV to advertise renter’s insurance products.

Addressable TV technology isn’t new, but marketers have latched on because some say the technology involved in running the ads and monitoring their performance can vary by multichannel provider. So it’s difficult to deliver an addressable ad across multiple providers, from Comcast to DISH or DirecTV, and have a targeted national campaign that’s reasonably priced.

Nancy Ryan, media director for Allstate, said targeted messages are more powerful. “I’d rather [an ad] not fall on deaf ears with some part of the audience responding, ‘I’m not a renter. Why should I care about that?’” she told Ad Age.

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