For one thing, set top box data-aimed advertising promises to
uncover less-than-obvious programming that is viewed by target
audiences. In one test the company scored the relevance of TV shows
to the target audience for a "Handyman product" ad on a scale of 1
to 10. In the end, some programs deemed inappropriate according to
traditional standards were ranked highly by the PrecisionDemand
system. For instance, shows including "The Nanny," "Inside Edition"
and "The Fresh Prince of Bel-Air" got low scores from humans, but
high scores from the machine. Another seemingly odd choice the
system liked but humans ignored: Women's College Volleyball.
"The Media Buyers believed that this would not be relevant,
however we think that handymen might actually like watching women's
volleyball," states the report.
By surfacing unlikely TV show matches from the
otherwise-neglected media options, set top box data-driven systems
like these tend to create a larger pool of possible targeted
inventory. "The amount of viewing behavior increases 800 fold from
25,000 to 20 million persons," notes the report.
Another ad trial for a digital music service aimed to reach
young adults. The traditional way led media buyers to buy shows
reaching 18-25 year old students. In that effort, cable channels
including Spike TV, MTV and Comedy Central dominated the buy,
together representing nearly 65% of the plan. The algorithmic
approach created a far more diverse plan. According to the report,
823 distinct programs on 30 cable nets were purchased compared to
200 on 11 stations in the traditional campaign. The study also
found that the modern targeting reduced cost per impression by