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The Underlying Challenges Of One-To-One TV Targeting

by AdExchanger // September 17,2018

On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.

Today’s column is written by Michael Connolly, co-founder and CEO at Sonobi.

So, a group of guys is sitting down to watch the hockey playoffs on TV, and a Maybelline commercial pops up.

Even if the cosmetics advertisement is entertaining, does it have an impact on the guys who just watched it? The brand paid a considerable amount of money to reach millions of consumers, but it didn’t reach all the right ones.

The challenge with traditional TV is that it is insensitive. In contrast, streaming-services companies (such as Netflix, Hulu and Roku), smart TVs and online sports-streaming platforms (such as NFL Game Pass) have a much better understanding of the people who are watching their shows or games.

As such, they are the driving force behind recent attempts to rethink how we consume content on television. With advertising, this means moving away from presenting one ad to everyone and toward tailoring ads to the interests and demographics of the viewer and showing different, more relevant advertisements to distinct groups of people.


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