Addressable TV ads deliver results for Allstate

Addressable TV advertising has long been a kind of holy grail for brands and, in leveraging this approach to reach tenants of rented homes, Allstate, the insurance company, first had to draw on data form public sources, self-reported surveys and material like Homestead Tax Exemption forms.

Addressable TV ads deliver results for Allstate

Geoffrey PrecourtWarc

"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...

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