Targeted television advertisements miss the targetThe podcast |
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Targeted television advertisements miss the target
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The technology to deliver targeted advertising - marketing served to a specific TV set or computer based on contextual data such as income or age - is improving all the time. However, such advertising will account for less than a tenth of one percent of the US$227 billion total global television advertising market in 2012, as the investment required to develop such specific campaigns remains prohibitive. Even developing targeted advertising for video-on-demand programming, the most fertile ground for such campaigns, is problematic given total viewing volumes are relatively small. Television advertising should be blended more closely with online advertising and mapping an individual’s viewing to his or her searches could quantify a TV campaign’s ability to influence people’s interests and purchases.
Podcast highlights:
- What is Deloitte predicting for 2012 in targeted TV advertising?
- Do the benefits justify investment costs?
- How do our habits as humans impact the effectiveness of targeted TV ads?
Guest:
Paul Lee, Technology, Media and Telecommunications Sector, Deloitte Research, Deloitte United Kingdom
Host:
Stephen Heasley, Global Online Communications, Deloitte Touche Tohmatsu Limited
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