Addressable TV Ads Might Finally Be Ready for Prime Time | Media – Advertising Age

If you watch TV, chances are you’ve come upon Mayhem, the devil-may-care character who is seemingly everywhere in commercials for Allstate. But in one new instance, the character will be decidedly less mass market, appearing to talk to only a select few — by Allstate’s choice.

The No. 2 insurer 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-advertising technology, long ballyhooed but seldom used, is starting to gain momentum.

via Addressable TV Ads Might Finally Be Ready for Prime Time | Media – Advertising Age.

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