One thing you learn rather quickly working as a marketer or advertiser is that many "regular" people  (i.e. not advertising freaks) react with disgust when you use the word 'target' to discuss current, potential or past customers. And while I do consider myself a pretty good shot, I don't think I am exactly a dangerous, merciless marketing sniper, destined to shoot down potential clients' wallets. Instead, when I think of identifying (i.e. targeting) a consumer base, I think it has more to do determining who currently has genuine need or interest in your product/service and then ensuring that they know what it is and where to get it.

For years, advertisers have been toying with addressable TV platforms that would allow advertisers to target specific regions, zones and even individual households. With such platforms implemented, households with dogs or children would commonly see advertisements for products and services relevant to their lives - while bachelors who work 80-hour weeks would be exposed to advertisements that align with their lifestyles (all determined by their physical address).

If successful, advertisers would be able to almost ensure that their message goes precisely to the correct households (Example: an advertisers pet-focused spot might only be relevant to just 1/4 of U.S households - freeing up 3/4 of households for other ad buys). What's more, recent research by Starcom MediaVest Group, shows that viewers in households who receive ads targeted specifically to them are less likely (32% less likely) to switch channels. Less channel surfing = higher chance that your ad will be viewed by that your pinpointed demographic.

An addressable TV platform could potentially turn the existing TV sales model on its head. Some fear that if such a platform were implemented, that the TV industry will go the way of the newspaper industry and sink into advertising despair. In addition, there is debate regarding privacy issues. Some people might not appreciate seeing being so highly "targeted" by ads - "How do they know I have a lizard!?" With that said though, perhaps knowing that the local reptile and amphibian store in your town is having a blowout sale could come in handy.

For many small businesses, who rely on local advertising, having such a powerful targeting tool for TV would be huge! Many small businesses who currently struggle to afford television advertising could likely budget to do so. Businesses with local store marketing would likely flock to TV, simply because 1.) ROI would increase and 2) With less "wasted" spending, overall pricing could drop.   

I would be surprised if somewhere in the future this platform isn't implemented - Tara Walpert Levy, presidents of addressable tech firm Visible World, noted that "The technology is here and we're doing [addressable ad deals] today. Until then your neighborhood business will have to keep doing the best they can with their local advertising efforts.