Addressable TV: a targetable and measurable direct marketing channel

March 12, 2013 by Experian Marketing Services

Marketers are intimately familiar with the tried and true channels for reaching customers and many have even managed to fully integrate newer digital channels in their marketing plans. For those looking to take the next step, addressable television offers an additional and effective touchpoint for consumers.

“The most effective marketing delivery channels today are powered by real addressable targeting and measurement. Marketers using direct mail, telemarketing, email and online display ads are realizing improved campaign results as they put the customer and deep data at the center of their efforts,” says Brian Bradtke, vice president of Digital Advertising at Experian Marketing Services, in a recent issue of Target Marketing Magazine. “It’s time to consider including addressable television in that list of individually targetable marketing channels.”

The Experian Marketing Services 2013 Digital Marketer Report reveals that 30 percent of early adopter millennials stated that TV advertising is “interesting and … gives me something to talk about.” With 93 percent of early adopter millennials citing they use television in a given week, this particular market segment would be served well with a customized television viewing experience and may eventually become a great brand advocate.

Marketers can’t deny the popularity of television among consumers. It ranks as the number one platform for all adults combined. Learn more about addressable television in Target Marketing Magazine, featuring thought leadership from Experian Marketing Services on the topic of Microtargeted TV.

Read more about the latest consumer trends in our 2013 Digital Marketer Report.