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Chase is planning a large-scale addressable TV advertising buy for early next year, making it the first major marketer to deliver unique TV advertising at the household address level. What makes this campaign unique is that it’s not zip-code or neighborhood level targeting - Chase will deliver unique TV advertising to each household served.
Carat Digital is coordinating the campaign, MediaPost reports. Others involved include addressable advertising developer Visible World and Cablevision. The buy will be deployed in the head-ends of Cablevision’s systems feeding 100,000 households in Nassau County, Long Island.
As of yet, there’s no way to measure the success of such a campaign.
Manning Field, senior vice president-branding and advertising for Chase Credit Cards, said it is unclear what the addressable buy on Cablevision would yield, but that it is imperative for marketers such as financial services, which are used to mining millions of data points to target individuals at the household level, to begin learning about it.
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