Australian media has now evolved to such an extent that "addressable advertising" can be implemented, according to Acxiom chief strategy officer for Asia Pacific Colin Rattigan.
Speaking yesterday (22 November) at the Acxiom “What’s now. What’s next.” breakfast seminar in Sydney, Rattigan argued that modern data gathering tools can make this form of online targeting a reality.
Addressable advertising refers to one-to-one online advertising which targets a specific individual, rather than an assumed audience, based on their specific information and data touchpoints.
“Today, most brands market to an assumed audience," he said.
"Addressable advertising changes all of this, because you are marketing to a known individual. You can take information about their networks, purchase patterns, social media activity, or brand affinity. You can also see how they sit within their networks, and what other people in those networks have similar behaviour.”
While addressable advertising is nothing new as a concept, Rattigan said Australia is now at a point where it can fully adopt this method of targeting.
“To start addressable advertising, you need to start gathering relevant data and insights, then you must develop a data management platform, then create a data privacy process, and then test audience buying with your media agency.”
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