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For example, the purchase cycle for buying a car is long and
usually involves more than one member of a household. Mom and dad
may drive the decision, but anyone sitting shotgun like a child or
live-in grandparent could sway them. That strategy is the top
reason advertisers requested the feature, Mr. Haslam said, and is
being piloted by Hyundai and its agencies
Innocean and
Initiative for its Genesis model.
Hyundai is targeting affluent shoppers with its campaign using a
mix of age, income and geographic information to reach households
in markets with a high propensity toward premium vehicles,said
David Matathia, director of marketing communications at Hyundai.
The automaker had previously tested addressable TV campaigns with
cable providers, and Mr. Matathia said household targeting is "on
the precipice of becoming part of the norm" if it is able to
satisfy marketers' demands for scale.
"As these kinds of household opportunities become more
prevalent, I think they will start to become a bigger percentage of
overall buys [potentially turning into] a constant stream of
household-targeted initiatives," Mr. Matathia said.
To aim ads at all the various devices in a household, YuMe homes
in on the IP address used tied to the residence's wireless network
and layers in data from YuMe, YuMe's publishers and third parties
to determine which households to show ads for which brands. Mr.
Haslam said the company's ad network spans more than 147 million
video viewers each month.
What YuMe aims to accomplish with household-targeted video ads
is not so different from cables companies' years-long efforts
around addressable TV, such as
Cablevision's partnership with Group M in 2011 architected
around segmenting the provider's New York City subscriber household
into five segments.
It's still early days for addressable TV, but adoption has been
hindered by TV's traditional business model that equates smaller
scale with fewer dollars, said VivaKi Nerve Center president-products and
solutions Kurt Unkel. If and when addressable TV gains traction, it
could still be limited to a single, albeit primary, screen in
households fractured across multiple devices while
Internet-delivered video companies stake claims on that open real
estate that sums up to TV-like scale at potentially better costs to
advertisers.
"Anything that helps us narrow focus to who we're trying to get
at and create efficiencies and eliminate waste is intriguing.... A
multiple screen approach is definitely where the future is headed,"
Mr. Unkel said.
Specific Media
employs the same IP-based strategy as YuMe for its own household
targeting feature, but Mr. Haslam pointed out YuMe differentiates
by providing the capability for in-stream video ads and enabling
retargeting outside of the home.
Mobile retargeting is a complicated endeavor as devices like the
iPhone don't carry cookies that are used to target ads on desktop
computers. In a watered down version of desktop retargeting --
identifying a browser on one site then recognizing them on a
different site and serving a behaviorally targeted ad -- YuMe's
capabilities are limited to a single app per instance.
"If someone's at home listening to their favorite radio
streaming service who's one of our partners...we can find them
again if they're at the office streaming music through that app,"
Mr. Haslam said.
