Addressable TV ads deliver results for Allstate

Geoffrey Precourt

"Addressable television" is a term that's every bit as fungible as the rapidly-emerging technology that supports it.

During the Audience Measurement 8.0 conference - organized by the Advertising Research Foundation (ARF) and held in New York in June 2013 - Starcom Worldwide offered a mini-case study of how addressable television was working to the best interests of Allstate's Renters Insurance program.

Starcom has been developing and testing this channel since 2006. But as the tools of addressable advertising have changed, so has the actual practice. "'Addressable' TV is still one of those fun vernacular words that advertising people like to throw around," admitted Kira Clifton, Starcom Worldwide's strategy director.

Gartner, the research firm, defines addressable television advertising as "technologies [that] enable advertisers to selectively segment TV audiences and serve different ads or ad pods within a common program or navigation screen. Segmentation can occur at geographic, demographic, behavioral and (in some cases) self-selected individual household levels, through cable, satellite and Internet Protocol television (IPTV) delivery systems and set-top boxes."