NBC Debuts “Addressable Advertising” With Microsoft Ads Platform
Across the TV industry there are various efforts going on to bring more targeting into TV advertising. The readers of this blog know about Google’s TV advertising initiative. But SpotRunner and various others (e.g. Project Canoe) have been working to bring “addressable advertising,” the kind of targeting that exists online (demographic, geo, even behavioral), to key10609 television. According to the Wall Street key10613 Journal, NBC has now adopted Microsoft technology to do something similar:
The technology NBC is deploying will add a layer of demographic information as well as automated ad buying. It key10616 analyzes anonymous set-top box data from satellite and cable systems, adds in data obtained from other companies, including consumers’ key10610 purchasing habits and locations, and updates daily, says Chet Kanojia, founder of Navic Networks, the TV ad technology company Microsoft acquired last year.
For instance, currently a real-estate company might place an ad key10611 on a key10614 number of home-improvement shows. The Microsoft technology would show the real-estate marketer other programs that homebuyers or sellers are watching, and sell ad time during those shows, whether they are key10607 prime-time dramas or early morning cable news programs.
The Microsoft system is key10612 based on its earlier Navic acquisition and is being called Admira Marketplace. In addition to demographic targeting it will offer targeting at the national and local levels.
The key difference between Google’s TV ads system and Microsoft’s appears to be that the latter brings targeting (and presumably analytics) but isn’t an auction. As the article points out, broadcasters have been wary of key10606 bringing the auction model to TV for fear of pushing key10618 down ad rates and “commoditizing” TV advertising key10619 in the way that display ad buying has largely been commoditized by the existence of literally hundreds of online ad networks that all make similar claims and offer similar targeting.
Google’s vision until key10620 recently was that it would offer a kind of universal dashboard for media buying across platforms — online and offline. The closure of Radio and Print ads dims that vision with respect to traditional media. Microsoft appears to be pursuing a similar “cross platform” strategy and this is the first “win” in the TV space (that I’m aware of).
Regardless of who owns the platform, however, internet style targeting and ad buying is pushing far and wide key10608 into traditional media. Call it the “Googlification” of media.
Opinions expressed in this article are those of the guest author and not key10617 necessarily Search Engine Land. Staff authors are listed here.
Add Search Engine Land to your Google News feed.
Related stories
How to uncover the root cause of PPC performance changes
Microsoft Advertising professional service ads go global, broad match modifier changes rolling out and more
How to keep up with macro trends that impact PPC performance
What is quality score and how to use it in PPC
Microsoft Doctor and Clinic ads are now in open beta
New on Search Engine Land
Bing Chat available
productgs rolex oyster perpetual date 36mm mens 15000 silver tone to more users, gains more visual answers, chat history and third-party developer capabilities
How to connect with Gen key10615 X, Millennials and Gen Z
TikTok’s new ad product gives publishers 50% stake
YouTube has a new interface, and not everyone is excited about it
GA4 custom funnel reports are here
About the author
Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.
Related topics
AdvertisingContentGoogleMicrosoft