NCTA: Chrysler Seeks Addressable Advertising

Chrysler Corp. CMO seeks addressable advertising without having to wait for targeted commercial capability from cablecos. Their goal is to market various vehicle models to select demographics.

The company has abandoned the CPM model in favor of online marketing and now wants to promote products to targeted markets. The news comes from Chrysler CMO, Deborah Meyer in the NCTA conference keynote this morning.

“We need you to push us to the next level,” said Meyer. “You have all the wires and we need to deliver content addressed to specific needs. It’s not going to be an easy thing to do. With addressable advertising, we need to work together to address, learn and adapt.”

Addressable advertising means broadcasting commercials specific to individual consumers, even if they are located in neighboring towns. In order for addressable advertising to become mainstream, cablecos would be required to add network infrastructure, develop new business models and partner for scale.

“Getting to that world in a complete way will take many, many years,” said Tom Rutledge, COO of Cablevision Systems Corp.

That was not what Meyer wanted to hear.

“Customers are demanding we move faster,” said Meyer. “I don’t have 15 years to wait for all of it to get there. We’re salivating for the opportunity to do addressable advertising. I hope it goes a lot faster.”

Cox Communications Inc. President, Patrick Esser, acknowledged that getting to addressable advertising requires heavy lifting, adding that cable companies are aware of the opportunities as well as the challenges. “Shame on us if this is not a material in 2010.”

In the meantime, Chrysler’s marketing budget has to be tied to bottom line results. That’s why Meyer says her company is moving more dollars to the Internet. “I can track a web hit all the way down to the sale.”

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