HOW MUCH!?!?!?

The real cost of addressable TV advertising

Megan at Honeycomb
Sep 5, 2018 · 1 min read

Watch our recent Procurecon presentation to understand the costs — and benefits — of addressable.

Addressable TV advertising is coming. Soon, personalised TV ad campaigns aimed at specific audiences will be as prevalent as targeted online campaigns are today. But at what cost? Will tech and production fees soar while TV media costs plummet?

Watch the presentation by Group IMD and Honeycomb’s Moritz Wuttke and Alex Abrams at international conference Procurecon to understand the real costs — and benefits — of targeted advertising.

Case Study

Specsavers worked with creative agency OMD and Group IMD’s partners never.no to create an addressable TV campaign which responded to real world events. Using a cleverly designed template, they created a new ad every day for 50 days, using content inspired by current news and trends, reflecting everything from the weather to the royal engagement. Such an ambitious campaign required rapid and reliable distribution: IMD Cloud’s automated tech meant that the ads, updated daily, always reached their various destinations.

The campaign led to a 16% increase in campaign awareness and 15,000 more eye tests than the previous year.

Jump to the case study.


Inspired? If you’d like to find out Honeycomb and Group IMD can help you create your own addressable campaign, get in touch.

A version of this story also appeared on Group IMD’s blog.

Megan at Honeycomb

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