Today’s column is by Josh Herman, vice president of partner and product strategy at Acxiom.
Addressable television has arrived, but where is it taking us?
With a reach of more than 40 million households and four major operators delivering household-addressable advertising, it’s safe to say we’ve reached the point of critical mass.
And with this ability to effectively deliver household-specific marketing messages to television viewers, there are subtle, new signs on the horizon for the maturation of television commerce (tcommerce) that suggests we won’t have to tell the same joke about Rachel’s sweater a quarter of a century from now. These signs are coming from both inside and outside of the subscription TV industry.
Rachel’s sweater refers to the character on the television series “Friends,” when Rachel’s sweater came to represent an industry vision where, with the click of the remote control, consumers could purchase the sweater Rachel wore during an episode, or whatever the desired product may be. This longstanding vision is the logical, evolutionary step from ecommerce into tcommerce, when commerce is conducted through your TV, not just inspired by what you see on TV.