The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited.
But how viable is this idea, really? Nielsen's precision and planning SVP Eric Solomon reckons: "Dynamic creative, at an individual level, I think, is science-fiction."
In this video interview with Beet.TV, he states three reasons why:
- "The scale makes it very, very difficult to do and extremely costly."
- "The privacy factor. I have a hard time imagining, as a consumer, getting an ad that says 'Hey Eric, would you like to buy x, y, and z?' I think that goes beyond the pale when you start talking about individuals' privacy and I don't think it would work all that well."
- "The other issue is, quite frankly, when you talk about addressability on television, right now you're talking about the household level. So you could do maybe a household-targeted ad, but when you're talking about getting down to the creative, I have a hard time envisioning it."
The video is part of preview series leading up to the Future of TV Advertising Forum in London You can find videos from the series here. The series is sponsored by Xaxis.
You can find this post on Beet.TV.