Specific Media has launched Householding, an IP-based technology platform that connects smartphones, tablets, games consoles, computers and IPTVs in UK homes to streamline the process of distributing media across multiple devices.
Paul Oronoz, Specific Media UK country manager, said, “Many agencies now are required to place buys by device, so they will have a mobile plan, an online plan, a video plan and a display plan. This will allow brands and agencies to aggregate that buy into one single plan.”
Additionally, as devices are clustered together it provides a single source for attribution and allows agencies to aggregate all metrics to learn how that home responds to media and what the main influencers are. Plus it will allow brands and agencies to set frequency caps across devices, so as not to bombard the user with the same message on multiple devices.
Ahead of launching Householding, Specific Media commissioned Research Now to conduct a study of 1,000 people across the UK to get a better understanding of their media consumption and purchase decision making.
The research revealed there is an average of 5.5 connected devices in every household, and that 76% of people use at least one other device while watching TV.
Householding also allows for an element of location-based targeting, and the fact consumers at home are typically more laid back will provide additional interesting insight, according to Oronoz. “It’s going to be very interesting to see some of the results as far as performance and engagement goes based on targeting people while they are at home,” he said.
John Lewis is one of the first brands to come on board with Householding and will be using the technology to promote its Never Knowingly Undersold campaign in the run up to Christmas (pictured).
Lloyd Page, John Lewis head of brand marketing, said the product, “allows us to tap into the social conversation and buzz that takes place in the home by reaching individuals with the same message, regardless of device, while maximising the efficiency of our campaign through joined up execution and reporting”.
Specific Media is working with TRUSTe to ensure it meets privacy requirements as well as Nielsen to provide third party validation on the overall effectiveness of campaigns.