FORT LAUDERDALE — “Addressable TV”, the practice of targeting individual households’ TV sets based on data characteristics, may have been the hot industry topic of 2015 – but Invidi, the Princeton, NJ-based ad tech vendor enabling broadcast operators with the technology, has already been doing so for 14 years now.
The company already has traction, and the pace of change it is already seeing suggests a big uptick in the opportunity this year.
“We have 92 million homes under contract, 30 million of those installed,” CEO Dave Downey tells Beet.TV in this video interview. “Last month, we did 9 billion addressable impressions and we’re gonna triple that by next year so it’s at a rapid pace of growth.”
Invidi is currently in a big international expansion, with the company’s technology due to underpin an addressable service launch by Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting.
That is just one part of its ambitions. Downey says he has another 100 million homes identified all over the Pan Asia area, Europe, South America and other markets.
So what does “addressability” mean to this addressable pioneer?
“If we’re watching American Idol or The Voice or any of the more popular television shows and they go to a commercial break and the commercial’s for Revlon, obviously that’s a commercial geared towards a female of a particular age group,” Downey says. “There’s obviously other people watching that show who are outside that cohort.
“With addressability, we’ve been able to take television advertising and increase the value of single commercial instances of up to 700% … Think of direct mail with the sight, sound, and motion of TV – it’s a great combination.”