Some time back I came across an article on Addressable Advertising. It mentioned, Cogeco Cable Inc.(A Toronto-based telecommunications company) has entered into a collaboration with INVIDI Technologies Corporation and Channel Zero Inc. to launch the INVIDI Advatar(R) addressable targeted advertising system with TV broadcaster CHCH.
This system allows television advertisers to deliver custom messaging to individual households during a commercial break. This technology uses public domain based on demographics and location to target customer interests and needs. Say, certain locations have more affluent residents than others. In these areas, people will see ads of plush houses and premium cars. Whereas, the areas mostly populated by the working class will get to watch ads of affordable FMCG and economic cars. This kind of addressable advertising will ensure that people see ads catering to their interests.
However, there might be slight variations of opinion. An affluent area does not ensure that its residents have liquid money for premium purchases. They might have huge debts incurred through years of lavish habits. On the other hand, areas populated with working class often have a lot of people who have worked hard all their lives and earned enough money to live a plush life now. Patterns drawn out from figures of last few years do not show the real picture. It will be interesting to observe the development of Advatar!
How does Social Media fit into the picture?
Lo-so (Location based social media) Models are already in use and they have gained wide acceptance. Now what about Facebook Marketing for target areas? Cogneco can use their addressable advertising in Facebook ads, targeting not only areas, but also age group and specific interests of people. This is a more economic form of advertising and can grow viral faster.
If the pilot scheme of Cogneco succeeds to drive ROI, Addressable Advertising will gain quick attention in social media marketing domain.
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