Experian 2010 Annual Report Download - page 21
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19
Expand our global reach Deliver innovative data and analytics
Introduction
2 – 11
Governance
52 – 84
Financial statements
85 – 160
Business review
12 – 51
Execute superior sales and operations
Expand our global reach
MAKING TV ADVERTISING
MORE RELEVANT
AND ACCOUNTABLE
The ability to target potential new customers with the right offers
across all types of media is central to Experian’s Marketing Services
capabilities. Until recently though, television has lagged behind other
media as a means for reaching only the most appropriate consumers.
Experian has been involved in a ground-breaking trial with US cable
company, Comcast, to make television advertising more relevant
for viewers and more accountable for advertisers. Working with
Comcast and major marketers, such as General Motors and Procter
& Gamble, Experian segmented viewers into anonymous groups of
households, matching relevant advertising messages to each group.
Comcast was then able to deliver a range of advertisements within the
same commercial break, targeted according to the characteristics of
particular households.
The latest trial results have shown that television advertising targeted
at dened groups is up to 65% more cost effective, with viewers 32%
less likely to switch channels during the commercial break. Andrew
Ward, Vice-President of Strategic Initiatives for Comcast Spotlight,
commented: “Our trials have delivered terric results, and represent
an important part of the shift in television advertising from one-to-
many marketing towards a one-to-few model”.