Specific Media has launched Householding, describing it as “a holistic media planning solution that allows advertisers to reach all internet-connected devices within the multi-screen household.”

Until now, the company notes, the overall effective reach of a multi-platform, multi-format campaign delivered across PC, tablet, laptop, mobile, games console and IPTVs, has been unknown. Householding  treats these devices as part of the same ecosystem, rather than as individual elements. In doing, so, the company says it overcomes the common barriers posed by multi-device usage, clustering people together into household units, and transcending the artificial media divide created by traditional measurement tools, to provide authentic, multi-device frequency capping, which makes ad delivery more efficient and cost effective.

Householding also claims to harness the power of influence within the home, making it is ideal for joint purchase decisions such as travel, automotive and household goods. It does so by targeting not only the primary decision-maker within the household, but also, those who influence the purchase decision, utilising the power of brand advocacy and household interaction. Additionally, Specific Media is working with TRUSTe to ensure that its platform provides the highest standard of consumer privacy protection.

“Specific Media is working with TRUSTe under our privacy requirements to ensure that their Householding™ technology platform is delivered with high data protection standards,” said Dave Deasy, VP of marketing at TRUSTe. “Specific Media is and has always been an early adopter when it comes to providing consumers with notice and choice over the collection and use of their data online.”

IAB UK CEO, Guy Phillipson, described Householding  as “an innovative and timely product launch, as the average number of connected devices in wireless homes is already at critical mass, and multi-screening in the home has become the norm.”
Phillipson adds that it also plays well to the insight that purchase decisions are made by gatekeepers, influencers, and sometimes pester power within the household.

According to a Research Now study of 1,000 people commissioned by Specific Media in August 2012, the  average household now owns 5.5 connected devices. In addition, 84 per cent of respondents said they discuss purchases before buying.

“Householding brings digital advertising in line with the habits of today’s multi-screen, social consumer, by providing advertisers and agencies with a time and cost effective solution to multi-device campaign delivery and reporting,” said Specific Media managing director – international, Colin Petrie-Norris.

One of the first brands to commit to using Householding is John Lewis, whose head of brand marketing, Lloyd Page, said: “We’re delighted that we will be the first retailer to use Householding to promote our ‘Never Knowingly Undersold’ campaign leading up to Christmas. This revolutionary 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, whilst maximising the efficiency of our campaign through joined up execution and reporting.”

Specific Media is working in partnership with media research company Nielsen to provide third party validation on the overall effectiveness of Householding campaigns.

There’s more information about Householding here.