The Washington Post‘s Brian Fung reports on a development that will enable campaigns to zero in on specific homes with tailored messaging.
Dish Network and DirecTV on Monday announced a plan to jointly give political advertisers the ability to microtarget their ads down to the household level. That means that any of over 20 million homes in the United States will soon start getting highly personalized campaign spots that were meant just for them.
Cool or creepy? That’s an eye of the beholder question. But Fung issues an important caveat:
Though this might inspire fantasies of a different ad that’s custom-made each for seniors, soccer moms and single youths, the reality is that most campaigns won’t be able to afford it. It’s simply too expensive for your average campaign to get actors or B-roll for multiple ads.
Of course, the new setup means “replacing or bumping the ad that was supposed to air instead,” so there will be winners and losers in this effort.