Experian Plans Household Targeting for TV Advertisers

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Database giant Experian Marketing Services introduced a business that will extend the use of its modeling and targeting techniques to Internet advertising and cable and satellite television.


The Addressable Media Solutions unit will help advertisers, ad agencies and media with targeting to the smallest level of geography as TV and online media and infrastructure evolve. Undisclosed Experian clients already use this new service.


"We bring our database, we bring our targeting and we bring our knowledge of working with media like direct mail, e-mail, telemarketing and print magazines," said Scott Worthem, vice president and general manager of Addressable Media Solutions, Schaumburg, IL. "Ultimately, we want to help marketers and advertisers bring more relevant content to viewers and consumers."


Addressable Media Solutions will create targeted audience definitions, custom behavioral segments and ad insertions to the smallest addressable geography. Experian's newly acquired Simmons Market Research subsidiary will contribute to the venture.


Also, Experian has allied with Visible World, New York, to combine data and analysis with targeted, customized TV advertising, content creation and delivery.


Visible World lets advertisers design, produce and deliver multiple TV commercials that can react to changing environments. Its technology can adjust to variables such as different times of day, markets, ZIP codes and, soon, households. Ad conglomerates WPP Group PLC and Grey Advertising Ventures are investors in the 5-year-old Visible World.


Technologies in place let marketers better target online banner ads based on user actions and behavior. But TV commercials or content programming are harder to personalize for reasons of cost and technology. That has not stopped advertisers from demanding more targeting and customization from TV based on data.


"Even though we have the consumer information, there are technological differences in the way commercials are delivered in the various TV systems," Worthem said. "So we do have the data. We'll try to help define the way the systems deliver the commercials."


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