Allstate Experiments with Addressable TV Advertising

Allstate provides renter’s insurance and is developing TV commercials with its Mayhem character specifically targeted at the segment of people who rent their homes. But Allstate doesn’t want to show the commercials to people who own their homes, because that would be a waste of time and resources. So, working with the Dish Network and DirecTV, Allstate has found a way to show Commercial A (renter) to people who rent their homes, and Commercial B (owner) to people who own their Homes, all on the same network.

addressable-tv-ad

The system covers about 15 million homes and utilizes consumer targeting information from companies like Axicom, Experian and Epsilon along with satellite system subscriber data.

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