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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
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