The Future of Media is Addressable: From the Set-top Box to Programmatic Louis Jones, North American CEO, Maxus Visit http://www.4astransformation.com for more information.

1. 4A’s Initiative
Addressable Platforms

2. Addressable Television
Identify and target homes based
on viewing patterns, customer lists,
advanced demography and
purchase behavior.
Current Addressable Universe
41mm Households
DirectTV 12mm
Dish 8mm
CableVision 3mm
ComCast 18mm

4. 4A’s Addressable Goals
Facilitate the Growth of
Addressable TV & Online:
Best Practices in Digital that
impact National Addressable
TV (Summer)
Year 1 recommendation for
Addressable TV Best Practice
(4Q)
Connecting the Addressable
TV and online for greatest
value extraction for advertisers
(1Q)

7. GET PERSONAL THROUGH ADDRESSABLE TARGETING
Audience Buying

8. Addressability for the near future
• The Acceleration factors…….
• # of HH’s: 20MM to 60MM, what next?
• Cable/Satellite/Telephone Systems: Achieving scale
• Delivery systems: Invidi, VisibleWorld, BlackArrow, etc
• Type: Linear, VOD, Online: what’s most effective: alone/together
• Targeting basis: Demo, Psycho, Behavior
• Measurement: Rentrak, Shopcom, etc.
• The economics: who benefits and how?
• Who does the work/where data is available?
• Custom or Programmatic? Premium vs Long Tail?
• What is the right CPM? What is the right media mix/balance?