The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited.
But how viable is this idea, really?*Nielsen's precision and planning SVP Eric Solomon reckons: "Dynamic creative, at an individual level, I think, is science-fiction."
In this video*interview with Beet.TV, he states three reasons why:
- "The scale makes it very, very difficult to do and extremely costly."
- "The privacy factor. I have a hard time imagining, as a consumer, getting an ad that says 'Hey Eric, would you like to buy x, y, and z?' I think that goes beyond the pale when you start talking about individuals' privacy and I don't think it would work all that well."
- "The other issue is, quite frankly, when you talk about addressability on television, right now you're talking about the household level. So you could do maybe a household-targeted ad, but when you're talking about getting down to the creative, I have a hard time envisioning it."
The video is part of preview series leading up to the Future of *TV Advertising Forum in London *You can find videos from the series here. The series is sponsored by Xaxis.
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