Facebook pioneered ‘Custom Audiences’…perhaps its finest asset. A brand uploads a list of customer email addresses, Facebook matches them to a Facebook user with a 20-35% match rate.
The advertiser then targets that exact person with advertising in their Facebook or Instagram feed.
But the best thing Facebook has done: is provide the advertiser the ability to build look-alike audience segments. It’s Facebook’s “Bam!”
Now Enter HH Addressable TV
Just like ‘Custom Audiences’ a TV advertiser can take its own customer data; send that data to Experian/Axciom/Datalogix, creating look-alike segments (just like Facebook).
Then, those look-alike segment HH files, are matched against the HH Addressable population at Comcast, AT&T, Charter, Altice, or a one-stop aggregator like One2One Media.
Now, HH Addressable TV does what Facebook does so well.
It’s the reason why HH Addressable TV is at least 6% cheaper than programmatic display.
Welcome TV Retargeting
Pebble Post took the concept of retargeting and applied it ingeniously to Direct Mail.
Just like a retargeter, it has a site tag on the advertiser’s site, and conversion tags on conversion pages. It waits 24-48 hours to see if the user converts…if so, it removes that user from retargeting.
But if the user doesn’t convert, that user is still a prospect: a very qualified prospect.
Users are people and they live in households; so Pebble Post takes that cookie/IP address/device info…and sends it to Axciom. Axciom, returns a household address to Pebble Post, and then a direct mail piece is sent to the household.
$0.81 per direct mail piece, or $810 CPM.
Imagine HH Addressable TV being used in the same fashion…but for TV ad retargeting.
Site tag plus cookie-to-address swap returning a HH Address, then matched against the HH Addressable population at Comcast, AT&T, Charter, Altice, or a one-stop aggregator like One2One Media.
$40-$80 CPM for retargeting on a 46 inch television (with no fraud) at the household level. Bam.
Kiss vs Kill?
TV media sellers: they hate Facebook and Google.
Especially in local, those TV ad dollars have shifted away from TV towards digital.
Because of that, NBC no longer hates CBS. Together, they realize their enemy is Facebook + Google…hence the secret initiative of Thor among TV media sellers.
But since Facebook pioneered the concept of ‘Custom Audiences’, it has popularized the very method that makes HH Addressable TV uniquely possible.
Thank You Zuck
“Give me a kiss to build a dream on…
And my imagination will thrive upon that kiss” – Louis Armstrong