Behavioral Advertising / Publicité Comportementale

Two types of addressable technologies are available: zone addressability and household. Zone refers to a group of ZIP codes or neighborhoods that can often be bundled demographically, so a marketer can target a predominantly upper-income neighborhood or a predominantly Spanish-speaking area. Household addressability can target TV viewers based on specific data ranging from age to sex to current ownership of consumer goods. Ad Age, Visible World and Cablevision’s poll found over 59% of respondents considered addressable advertising to be at least 50% more effective than a non-targeted campaign.

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