SelectTV targets addressable advertising

Data analytics and behavioural science specialist Cambridge Analytica’s brand-focused division, CA Commercial, has launched a new TV targeting product, SelecTV, at Advertising Week in New York.

According to Cambridge Analytica (CA), SelecTV offers 100 per cent target audience density through the one-to-one precision of addressable TV advertising. Using a well-established industry benchmark, CA estimates the value of complete target audience density to be an average 63 per cent lift in incremental sales over and above age and gender targeting.

“We’re really excited to be launching this service at Advertising Week New York, because addressable TV has finally reached a scale that has become very attractive to performance marketers,” declared Cambridge Analytica CEO Alexander Nix. “It’s now in more than half of all 119.6 million US TV homes, and it’s available in every US market.”

CA is now able to streamline data and TV activation across all US addressable TV platforms. In addition to being up and running in the US, CA’s SelecTV service is available in the United Kingdom. It will be rolled out to additional countries and markets over the coming months.

“Data is critical for advertising in today’s digital age, which is why Cambridge Analytica is a fitting partner for Advertising Week New York this year,” said Advertising Week co-founder and COO Lance Pillersdorf.

According to CA, research has demonstrated that when advertisers increase the target audience density delivered by their TV campaigns, they see significant increases in sales. It has also shown the benefit of having all media channels pulling against the same optimal target audience segments.

SelectTV results from a recent campaign to promote a new cable TV show, demonstrating a huge tuning uplift among homes exposed to addressable and connected TV, relative to unexposed homes. This effect is additionally amplified when homes are exposed to both desktop and mobile advertising.

For this particular campaign, CA was able to harness highly valuable conversion results while the campaign was still ongoing. Halfway through the campaign, CA knew which creative and audience segments were over and underperforming. CA specifically learnt that there was no benefit in this case to 30 second commercials as opposed to 15 second spots, the latter costing half the price to place.

SelecTV additionally offers a data-enabled TV solution that includes two kinds of TV ad targeting – content- and geo-based. Each may be activated across all types of available unbundled TV ad inventory.

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