Unlockingthe

potentialof

addressableTV

Currentbestpracticesinthe

addressableTVmarketandthe

emergingtechnologiesthatwill

shapeitsfuture

Foreword

TheaddressableTVsectorisoneofthemostexcitinganddynamicareasofdevelopmentwithintheadvertisingmarket.Spanningarangeofexistingandemergingplatformsandtechnologies,addressableTVoffersmediabuyersadizzyingarrayofopportunitiestotargetandreachkeyconsumergroupswithsophisticatedcreativematerial.

Butanynewandhigh-growthadvertisingmediumwillfacechallenges,whichcompaniesacrosstheindustrywillneedtoworktogethertosolve.ThisreportaimstoidentifyandprovidesupportfortheaddressableTVsectorindealingwiththosechallenges,provideinsightintotheexistingandemergingusecasesforaddressableTV,andadviseonbestpracticesacrossthesector.

Wehopethatthispaperisusefulforbrandsandagenciesofallsizesaroundtheworld.OurintentistohelpillustratehowyourpeersareusingaddressableTVtosupportbusinessobjectives,andhowtheyaredealingwithsomeofthechallengesthatanyemergingtechnologypresents.WealsohopethisdocumentwillhelpaddressableTVserviceprovidersunderstandwhatdifferentbrandswantfromaddressableTV,andwillsupportthedevelopmentofsolutionsthatdrivegreatertractionanduseofthemediumoverthecomingyears.

-TheAmpereAnalysisTeam

Unlockingthepotentialof

addressableTV

.1.Foreword

2.Methodology

3.Objectives

4.KeyFindings

Bestpracticesforusing&deployingaddressableTV

.15.OptimisingaddressableTV

16.WhyshouldTVprovidersofferaddressableTV

17.AddressableTVisapowerfultool,buttherearepracticalconsiderations

18.TheindustryalsoneedseducationaboutaddressableTV

19.ChanginghowmarketersperceiveaddressableTVwillbekey

20.AddressableTVisseenascost-effective,butonlybyexistingusers

21.Creativeandtimecostsareissuesformany

22.Effectivenessorattribution?

23.ShoppableandembeddedQRcode-basedads

24.Newformatsshouldbematchedtousecases

25.Universalmeasurementandeffectivenesscriteria

26.Widespreaduseofstandardiseddatamatchingandcleanroomswilldriveopportunities

27.Privacyanddatasecurity

28.Consumersaremuchhappierwiththeuseof“soft”personaldata

29.Regionalvariationinregulationandprivacyarealsoconsiderations

HowshouldmediabuyersthinkaboutaddressableTV?

.WhatisaddressableTV?

7.HowbrandsareusingaddressableTV

8.Thegrowthinstreaming

9.AddressableTVisacorepartofthemediamix

10.AddressableTVmeanstargeting

11.AddressableTVsupportsincrementality

12.AddressableTVhelpsadvertisersunderstandconsumerjourneys

13.ThestagesofaddressableTVmaturity

ThefutureofaddressableTV

1.RapidchangesinmediabuyerbudgetssupportgrowthinaddressableTV

32.Addressablecreativesandcreativeoptimisationopenupimprovedeffectivenessopportunities

33.Newscreensandplatformsareopeningupnewopportunities

34.GenerativeAIwillhelppushtheboundariesofcreativeoptimisation

35.Improvementsintraceabilityandcross-platformdata-matchingwillhelpunlockomnichannel

35.AddressableasthefutureofTV

1

Methodology

ThisreportdrawsonanextensivesetofB2Binterviewsconductedwithbrands,agenciesandstreamersaroundtheworld,ondetailedbottom-upmarketsizingandforecasting,andonB2Cinterviewswith8,000consumersinmatureaddressableTVmarkets.

of2,000consumersineachoffourcountries:theUSA,UK,AustraliaandGermany.Brand-levelpromptswereused,andthestudyleanedonAmpere’sexperienceinrunninglarge-scalequantitativeconsumerstudies.Toensurerepresentativeoutputs,thesampleemployedhardquotasforageandgender,andsoftquotasforincome.Interviewlengthwas10-12minutes.

MarketmodelingtechniqueswereemployedtoestimatethesizeandtrajectoryoftheaddressableTVmarket.ThesemodelsrelyoninsightsfromtheB2BandB2Cinterviews,aswellasrelevantdataonmarkettrendsfromcompanyreports,andhigh-leveladvertisingdynamicsfromagencysources,includingGroupM.ForecastsarebasedonAmpere’sownmodelsandassumptions.

AmperehasaimedtoensurethisreportisindependentinnatureandreflectsAmpere’sownviewsonthedevelopment

oftheaddressableTVmarket.

Themethodologyusedtounderpinthis

report’sfindingswasdesignedtocapture

aholisticviewoftheaddressableTV

marketbyconsideringbothbusinessand

consumerperspectives.Thestudy

involvedB2Binterviewswith100

companiesacrossNorthAmerica,

EuropeandAPAC,andB2Cinterviews

withanationallyrepresentativesample

of8,000consumersacrosstheUSA,UK,

AustraliaandGermany.Marketmodeling

techniqueswereusedtoestimatethe

sizeandtrajectoryoftheaddressableTV

marketatacountrylevel.

The100B2Binterviewstargeteda

diverserangeofbrands,agenciesand

streamersacross15countries.Country

coverageincludedmoremature

addressablemarketssuchastheUSA,

UK,GermanyandAustralia,aswellas

high-growthmarketslikeIndia,

Indonesia,andthePhilippines.Asemi-

structuredapproachwasemployedto

ensureflexibilitywhilemaintaining

consistencyininsightcollection.

InterviewswereconductedinEnglishor

locallanguage.

B2Cinterviewsinvolvedsurveyinga

nationallyrepresentativeInternetsample

Aselectionofcompaniesofdifferentscaleswereinterviewed

Toensurediversityofviewsandfullcoverageofperspectivesfromadvertisersofdifferentsizeandfocus,companiesfromawiderangeofscaleswereinterviewed.Theserangedfromsmallerbusinesseswithjustafewhundredemployees,tomajormultinationalswith

tensofthousandsof

employees.

B2Binterviewsspannedmultiplecountriesandregions

TheaddressableTVmarketisatdifferentstagesofdevelopmentindifferentregionsaroundtheworld.Ensuringintervieweesweresufficientlydiverseingeographywasthereforecrucialfordrivingfindingsandrecommendationsrelevanttomarketersaroundtheworld,inareasatdifferentlevelsofmaturity.

Smaller

Large

companies,

companies,27%

36%

Medium-size

companies,

36%

North

America,

16%

APAC,54%

Europe,30%

2

Objectives

1.

UnderstandthecurrentmaturityandscaleoftheaddressableTVmarket

indifferentregionsaroundtheworld–andthecontributionofaddressableTVtothecurrentmediamix.

2.

Identifythekeyusecasesfor

addressableTVandobjectives

forcampaignsacrossmarketers

ofdifferentsizes,scales,

geographiesandsectors.

3.

Characterisesomeofthemain

challengesthatadvertisersare

currentlyfacingwhenusing

addressableTV–andhowthey

varyaroundtheworld.

4.

IdentifysolutionsandbestpracticesformediabuyersandaddressableTVserviceproviderswhendealingwiththechallengesencounteredintheaddressableTVsector.

5.

Exploresomeoftheemerging

opportunities,screensand

technologiesthatwillshape

theaddressableTVspaceof

thefuture.

6.

Provideclearrecommendationstoagencies,advertisersandaddressableTVserviceprovidersaboutthecurrentandfutureuseofaddressableTV.

3

Keyfindings

AddressableTVnowrepresentsasignificantportionofvideoadvertising

spend–anaverageofone-sixthofTVandvideobudgetsisnow

spentwithaddressableTVservicesworldwide.Andthesectoris

growingfasterthanthewideradvertisingmarket.Yetthereisstillworkto

bedone.MisconceptionsaboutthecapabilitiesofaddressableTVare

plentiful.Manyofthemostexcitingcapabilitiesofthetechnologyare

underusedbymarketers,thesectorisfragmentedacrossnumerous

services,andmeasurementsolutionsarestillaworkinprogress.There

areclearopportunitiesemergingfromaddressableTVformarketersand

advertisersalike,butunlockingtheseopportunitiesshouldnowbe

thefocusoftheindustry.

AddressableTVisnowa$56bn

industry.

TheaddressableTVmarketisalargeandrapidly-growingareaofmediaspend.MarketersaroundtheworldarespendingroughlyasixthoftheirvideoadvertisingbudgetsonaddressableTV.InmaturecountriessuchastheUS,anaverageofoneinfivevideoaddollarsisspentwithaddressableTVplatforms.

Incrementalreachisakeyuse-caseforaddressableTV.

ManymarketersseeaddressableTVasthekeytodeliveringTV-qualitycreativestodemographicgroupswhoarehardtoreachviatraditionalbroadcastTV.Indeed,addressableTVplatformsoffersignificantlygreaterreachamongyoungeraudiences.SomemarketersfocusedonthesegroupsspendwithaddressableTVservicesfirst,beforelookingtoothermediasuchasbroadcastTV.

OncemarketersstarttouseaddressableTV,theyperceiveitasmorecost-effective.

“AddressableTVisexpensive”isaphrasetypicallyheardfrommarketersnotusingaddressableTV.CPMsareseenasmuchlessintimidatingbythosegroupsthathavealreadytakentheleap,andforwhomcampaignsaredeliveringmeaningfulROI.Forthesemarketers,addressableTViscomparableincost-effectivenesstootherformats,despiteitsheadlinepricepoints.

Dynamic–oraddressable–creativespermitrapidmessagecustomisationtotargetedaudiences.

OneoftheemergingusecasesforaddressableTVrelatestocreativeoptimisation.Differentcreativeversionscanbedeliveredtodifferentaudiencesegments,allowingforevaluationofthecreativeimpact,ortailoringofmessagestosuitdemography,geographyorotherviewercharacteristics.

Educationisimportantforcounteringcommonmisconceptions.

WorkneedstobedonetoensureeveryoneisawareofthepotentialofaddressableTV.Eventheterm“addressableTV”isnotuniversallyunderstood.Manymarketersinoursurveywereunawareofsomeofitsbasiccapabilities,suchasgeotargeting.Andeveninmanydevelopedmarkets,somebrandswerestilloftheviewthataddressableTV’sreachwastoolowtobeofuseforbrandcampaigns–despitethetechnologyhavingcomparablemonthlyaudiencereachtobroadcastTV.EducatingindustrystakeholdersmustbeakeyobjectivefortheaddressableTVsectorifbudgetsfromthesegroupsaretobeattracted.

CPMsarenottheonlycoststhatplatformsandagencypartnersshouldbethinkingof.

Theoretically,addressableTV–throughsellingspecificaudiencesegments–removesbarrierstoentryforsmallerbrands.ButsmallermarketersarestilllesslikelytobeusingaddressableTV.Smallormedium-sizedcompaniesareoftensensitivetothetimecostsofplanningandexecutingaddressableTVcampaigns.Andthecostsofgeneratingandadaptingcreativesfortargetingdifferentusergroupsarealsoaconcernforsuchmarketers.Forserviceprovidersandagencies,offeringsolutionstosimplifyandreducenon-inventoryoverheadswillbeimportanttosecuringgreaterbuy-infromsmalleradvertisers.

AddressableTVwidenstheadvertisingpool,butthiscarriesadditionaldata-matchingrequirements.

AkeyadvantagetoofferingaddressableTVisthatitattractsmarketerswithbothbrand-advertisingandperformance-marketingmindsets,growingthepoolofpotentialadvertisersandthemarketopportunityforserviceproviders.Butthiscutsbothways,asperformancemarketing-centricbuyersalsoexpectperformancemarketing-styledata.InAPACinparticular,manyaddressableTVbuyershaveagroundinginsearchandsocialmedia–leadingtodemandformore,andbetter,data.Whileuniversalmeasurementsolutionsarestillbeingworkedon,addressableTVplatformsneedtoensuretheyhavesteppeduptheirgamearounddatamatchinganddatapartnershipsolutions,offeringmediabuyerstoolstomorefinelytargetaudiences,andtracetheeffectofcampaignsonbehaviour.

4

2.Howshouldmedia

buyersthinkaboutaddressableTV?

BothbrandandperformancemarketersareusingaddressableTV,whichalreadyrepresentsone-sixthofvideoadvertisingspendworldwide.Reachingincrementalaudiences,targetingspecificconsumergroupsandoptimisingspendaresomeofthecoreusecasesforaddressableTV.

Linear

AVoD/FASTBVoDHybridSVoD

WhatisaddressableTV?

AddressableTVhasdifferentmeaningstodifferentindustrystakeholders,butbroadlyencapsulatesanarrayoftechnologiesandservicesthatallowtargeteddeliveryofadvertisingtoTVviewers.

AcommonrefrainfrommanyindustrystakeholdersinterviewedaspartofthisresearchprojectwasthataddressableTVasaconceptispoorlyunderstoodbymanyinthevaluechain,eveninmorematuremarkets.

Thisreportaimstoassistinresolvingthisissueandprovideastandardiseddefinitioncoveringthemyriadofdifferenttechnologiesandusecasesthatareappliedacrosstheindustry.Putsimply,we’redefiningaddressableTVasanyTVservicecapableofsimultaneouslyservingdifferentcommercialstodistinctsub-groupswithinitsaudiencebase.

TVserviceswiththesecapabilitiesinclude:

?Advertising-supportedVideoonDemand(AVoD)andFASTservicessuchasPluto,Tubi,Viu,andVoot

?ConnectedTV-basedstreamingplatformssuchasSamsungTV+andRoku

?Broadcaster-ledstreamingservices(BVoD)suchasAustralia’s9Nowand7Plus

?Hybridsubscription/ad-fundedproductssuchasHulu,Disney+Hotstar,Zee5,andNetflix'sad-supportedplans

?YouTube–whichsitsattheedgeofthedefinitionof“TV”intermsofcontent,butincreasinglydeliversawidearrayofprofessionalandlong-formvideo

?LinearaddressableTVproductsofferedbyasmallselectionofpayTVoperators,largelyinmatureTVmarkets,allowingadvertiserstoreachsub-groupsoflinearbroadcastaudiencesthroughadinsertionorsubstitution

mechanisms

Ofcourse,whileaplatformiscapableofaddressingdistinctaudiencesub-groups,thisdoesn'tnecessarilymeanthatadvertisersalwayswanttobuyinatargetedfashion.Forsimplicity,anyspendmetricsreferencedthroughoutthisreportencapsulatetotaladvertisingexpenditurethroughaddressableTVplatforms,includingspendwhichmayhavebeenplacedinanuntargetedmanner.

Inthisreport,addressableTV

encompassesanarrayof

platformsandtechnologieswhich

allowsadvertiserstobuyTV

inventoryinatargetedmanner.

Videoon

demand

Mobile/tabletPC/laptopSmartTVConsoleStreamingstickSettopbox

6

HowbrandsareusingaddressableTV

Incrementalreach

Buyersareusing

addressableTVtoengagesegments

ofthepopulationthataredifficultto

reachbysimplyspendingmoreon

othermedia.Thisincremental

Costsavings

BrandsarealsousingaddressableTV

todrivecostsavings.Anumberof

experiencedusersreportthemedium

isupto50%morecosteffectiveat

reach,particularlykeyamong

drivingcampaignobjectivesthan

youngerindividuals,isaprimary

traditionaladvertisingformats.

driverforincorporatingaddressable

TVintothemediamix.

Audiencetargeting

Bothperformanceandbrand

marketers,andadvertisersspanning

thespectrumofnicheB2Bthroughto

mainstreamB2C,areusing

addressableTV’stargeting

capabilitiestoreachdesired

audienceswithcompelling

messaging.

7

Holisticviewerjourney

Mappingtheviewer’sjourneyfromcontacttopurchaseisbecomingincreasinglyrealistic.

MoreadvancedaddressableTV

marketersareusingcleanroomsto

matchfirst-andthird-partydatato

allowaccurateanalysisofviewer

follow-through.

Creativeoptimisation

Creativeoptimisationisa

keyopportunityofferedby

addressableTV.The

flexibilityofaddressableTVand

theabilityitofferstoservedifferent

adstodifferentaudiencesalso

meanseffectivenesstestingcan

becarriedoutinnear

real-time.

86%

90%

92%

95%

Thegrowthinstreaming

GrowingviewershipandtheassociatedvolumeofadvertisinginventoryhasmadeaddressablestreamingplatformsanessentialcomponentofvideoadvertisingcampaignsformanyB2BandB2Cbrands.

AddressableTVisnotasolutiondeliveredsolelythroughliveandon-demandstreamingTVservices,butstreamingproductsarenonethelessacrucialelementoftheaddressablemarket.Thisisintrinsicallylinkedtotheprominenceofstreamedvideo,whichisnowapervasiveandintegralcomponentofthetypicalconsumer’sviewingday.

Theaverageglobalinternetusernowbelievestheyspendasmuchastwohourswatchingstreamingvideoeachday–acrosssubscriptionstreamingproducts,socialvideoandfreead-supportedservices.

Eveninmanydevelopingmarkets,wherefiveyearsagointernetinfrastructurewouldhavestruggledtodeliversignificantvolumesofvideo,bandwidthshaveimprovedanddatacapshaveopenedup,supportingfarheavierviewing.

Andthestreamingmarkethasbecomeincreasinglyrelevanttotheadvertisingindustry.Asthepost-pandemicsubscriptionVoD(SVoD)marketbeginstoslowplayerslikeNetflixandDisney,whowerepreviouslyresistanttoadvertising,areshiftingtowardsoptimisingrevenuegeneration.Theirad-supportedmodels,whilestillnascent,arebeginningtoopenupnewtranchesofinventoryandaccesstoconsumergroupsthathavebeenchallengingtoreachinprioryears.

Anditisworthnotingthatdespiteviewershipshiftingtowardsstreamedmedia,linearaddressableTVhasalsoexperiencedgrowth.AlthoughinterviewsindicatedthatlinearaddressableTVhasonlygainedserioustractioninahandfulofkeymarkets,includingtheUS,UKandCanada,itoffersoptionsforbroadcasterswantingtomakebetteruseoftheirinventoryandthusactsasasolutiontosupportthestabilisationofrevenuestreamsimpactedbythewiderdriftofviewerstoonlinemedia.

MonthlyreachofaddressableTV(%ofinternetusers)

ThankstoacombinationofheavyuseofstreamingservicesandtherolloutofaddressablelinearTVsolutions,thevastmajorityofindividualsindevelopedmarketscannowbereachedthroughaddressableplatforms.

Germany

Australia

US

UK

Base:8,000internetusers18-64,nationallyrepresentativeforageandgender.

Measure:%ofinternetusers18-64whocanbereachedbyaddressableTVinagivenmonth.AddressableincludesthosewhowatchedlinearviaapayTVserviceandthosewhostreamedcontentviaanad-supportedAVoD,BVoDorSVoDserviceinthepreviousmonth.

03:30

03:00

02:30

02:00

01:30

01:00

00:30

00:00

Dailystreaming

viewingtime(hh:mm)

2020to2023

Streamingconsumptionhas

soaredoverthelastdecade,and

manyconsumersnowtreat

streamingservicesastheir

primaryviewingplatform.In

manymarkets,theaverage

internetuserbelievesthat

theyspendovertwohoursper

daywatchingstreamedTV,

acrossbothpaidandad-

supportedstreamingproducts.

Q12020Q12023

Base:24,000internetusers18-64,nationallyrepresentativeforageandgender.

Measure:%growthbetweenQ12020-Q12023oftimespentwatchingstreamedTV.

8

35

30

25

20

15

10

21%

14%

12%

11%

Base:AmpereAnalysismodelsandcalculations,GroupM.Measure:Globaladdressableadvertisingrevenuebyregionandaudiovisualadvertisingrevenue.Includes AVoD,BVoD,CTV,YouTube,hybridandlinearaddressableadvertisingrevenue.

$35Bn$10Bn$10Bn$1Bn

Other

Globalaudiovisualadvertisingrevenuebysector(%)

Globaladrevenuegeneratedbyvideoformatsexceeded$330bnin2022.AsixthofvideoadspendwaswithaddressableTV

AddressableTV,

17%

streamedvideo,41%

AddressableTVisnowacorepartofthe

mediamix

AddressableTVplaysanincreasinglyimportantroleinthe

marketingmix–bothforperformanceandbrandmarketers.

platforms.

Marketersseekingtokeepabreastofviewingchangesandwanting

tomeaningfullyinteractwiththeirtargetaudiencemustconsider

addressableTVwhenplanningcampaigns.

UK.Despitethisscale,manymarketersfeelthattheyarestilltestingthewaterwithrespecttoaddressableTVandthataroundtheworld,addressableTV'soptimalshareofbudgetisstillbeingdetermined.

ThenotionofexperimentationwithbudgetsispartlyaconsequenceofaddressableTV’suniquepositionintheadvertisingworld.AddressableTVofferstargetingcapabilitiesmoreoftenfoundintheperformance-marketingworld,coupledwiththestorytellingopportunitiesandpremiuminventoryrelishedbybrandmarketers.

Formediabuyersfrombothofthesebackgrounds,howaddressableTVshouldbeusedoptimally–andthushowmuchoftheirbudgetwhichshouldbedevotedtoit–remainsanopenquestion.

Traditional

linearTV,

42%

AddressableTVadvertising

revenuebyregion($bn)

AddressableTVrevenuereached$56bngloballyin2022,withNorthAmericabeingthemostmaturemarket.Onaverage,marketersintheUSandCanadaarespendingoverone-fifthoftheirvideoadvertisingbudgetswithaddressableTV.

5

0

25.0%

20.0%

15.0%

10.0%

5.0%

0.0%

Changingviewinghabitsarealready

beingreflectedinadvertising

purchasingpatterns.Ofbrandsand

agenciesinterviewedaspartofthis

project,themajority–acrosssmalland

large,B2BandB2C,performanceand

brandmarketers–indicatedthat

addressableTVwasalreadypartof

theirmediamixandthattheywere

spendingbetween10%-30%oftheir

budgetswiththeplatform.This

commitmenttospendingtallieswiththe

overallscaleoftheindustry.In2022

addressableTVadvertisingaccounted

forapproximately17%ofallglobal

audiovisualadrevenueandnearly7%

oftotalworldwideadrevenue.

NorthAmerica

Europe

Total

Restofworld

Worldwide,YouTubeaccountsfor.roughlyhalfofaddressableTVactivity.Butlocalplatformsarealsokeycontributors.Adiversemixofspendisapparentinmanydevelopedanddevelopingmarkets–territoriessuchasIndiahavestrongdomesticaddressableplayers,asdomaturemarketslikethe

APAC

Videoshare

AddressableTVspendisspreadacross

awidearrayofplatformsandservices,

somelocalandsomeglobal.YouTube

isasignificantdriverofscaleinthe

addressableTVmarket,bothintermsof

audiencereachandmarketerspend

IknowthemostthatIshouldspendonGoogleandthemostthatIshouldspendonFacebookorInstagram.Idon’tyetknowthemostthatIshouldspendonaddressableTV.I’mopentospendingmoreuntilIhitthatpoint.

Chiefcommercialofficer-APACeducationalplatform

9

AddressableTVmeanstargeting

[AddressableTVallows]geo-localisedcampaigns…Itisveryimportantforusintermsofbudget.

Also,wecantargetveryselectedaudiencesandfornichebrands,smallbrands,low-budgetbrands…

Headofmarketing-Europeanfashionbrand

AddressableTVmeanstargeting,whichreducesbarrierstoentry

forsmallerormorenichemarketers,buttherearemanyfacetsto

targetingthatimpactcost,returnoninvestmentand

accessibilityforawiderangeofmediabuyers.

EvenifCPMsarehigherthanthosefortraditionalTV,thevaluepropositionforaddressableisfargreater.

AsoftdrinksbrandinterviewedinAsiaisusingaddressableTV’sinherentagetargetingcriteriatomarkettheiryouth-skewingproductstoyoungerconsumers.InAustralia,aneducationalestablishmentwasmakinguseofage-basedtargetingtoreachonlyprospectivestudents.InEurope,aluxuryhomeappliancesbrandwastargetinghighnet-worthindividualsviaaddressableTVforitsexpensivepersonalcareappliances.

Geo-targetingisalsoamajorusecaseforaddressableTV.Individualsinspecificregions,townsorevenpostalcodescanbetargetedthroughaddressableTV,allowingbusinesseslikecardealerships,restaurantsorretailoutletstoreachonlythoseconsumersinrelevantlocalitiesanddrivefootfall.

Forsmalleradvertisers,targetingalsomeansthatthespendthresholdthatmayhavekeptthemofftraditionalTVdiminisheswithaddressableTV,andtheworldofTVadvertisingisopenedtothemforthefirsttime.

Forabigcompanylikeus,thecostperimpact...isveryefficientintermsofdevelopingthevalueproposition.

Chiefmarketingofficer-Europeantelecomsprovider

Theindustrylargelyunderstandsthat

addressableTVadvertisingmeans

targetedadvertising.Andwhile

advertisinghasalwaysbeentargetedby

associationwiththeoutletsituses,the

abilityofaddressableTVtoaccurately

targetdemographics,genders,

geographiclocationsand,ultimately,

specificviewers,bringsaraftofbenefits.

Brandsalreadymakinguseof

addressableTVcanleveragethese

benefitsforgreaterreturnoninvestment

andreducedcosts.

Youdon’twanttobespendingmoneydeliveringadvertisingtopeoplewhoaren’tprospectsforyou.

Chiefcommercialofficer-APACeducationalplatform

Ofcourse,brandswillalwayswant

more.Marketfragmentationacross

platforms,technologiesanddevices

meansevenaddressableTV

evangelistsseeroomforimprovement.

However,thetechnologyasitstands

todayalreadyallowsprecision

targetingacrossarangeof

demographicmarkers,meaningthe

advertiserscanalterthemessageor

creativeshowntoaudiences–bethey

individualsorhouseholds–andfurther,

makethatcreativereactivetobothtime

andplace.

Advertisersreportagreaterconversion

rateforaddressableTVadvertising,and

thebenefitofthatconversionrateis

greaterReturnonInvestment(ROI).

10

Inmaturingaddressablemarkets,thankstothereachofstreamingservices,addressableTVoffers14-21percentagepointincreasesinincrementalmonthlyaudiencereachover