Allstate has launched a new effort for renter’s insurance, which will reach TV viewers who rent, rather than own, their homes. The ads, beamed on a highly targeted basis by Dish Network and DirecTV, mark the first time Allstate has used TV to advertise renter’s insurance products but also signal that addressable TV ad technology is starting to gain momentum, reports AdAge.
To target only renters, Allstate is taking consumer data available from firms such as Experian, Epsilon and Axicom, along with subscriber info from Dish and DirecTV.
By using both DirecTV and Dish, Allstate’s new-technology commercials will reach about 15 million households said the story.
“It’s an exciting moment in history,” Tracey Scheppach, EVP/innovations at Publicis Groupe’s SMGX told AdAge. “This is the first time we’ve been able to go live on two platforms at once with the same campaign.”
The commercials appear during an allotment of ad time controlled directly by Dish or DirecTV. Viewers who don’t qualify for the ads typically see DR ads.
RBR-TVBR observation: Addressable ads are pretty much the future of advertising. It’s what has helped the internet soar, quarter after quarter, with record spend. Television is on its way to doing the same, but as you can see, the campaign only covered satellite viewers. To go across multiple cable MSOs and satellite, the job becomes harder to place and quantify. Usually ads are swapped out based on geography. To get addressable ads into cable, a standard needs to be in place nationwide to make it easier for agencies and advertisers.