Posted on by Raihan Hadi
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Addressing the magic of Addressable Advertising
28 Jun
By THE HAMMER
This is the web definition: Addressable Advertising refers to the ability to use media to target specific individuals, rather than large groups of anonymous third-party cookie pools.
This is my definition: You watch the same tv show as others, but each of you are delivered separate ads during the commercial break customised to your behaviour and needs.
But how you deploy the opportunities in Addressable Advertising goes beyond the media platform, this is the time to get really creative with data…..
Enjoy these videos and get cracking with fresh ideas.
Both versions done in one single take, shoot time at each location 3 mins.
Excludes time for wardrobe change, from head to toe.
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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
