Developments in data technology are allowing advertisers to create highly targeted TV campaigns and drive efficiency – and effectiveness. The advanced targeted approach offered by addressable TV is gaining traction amongst advertisers, and is increasing TV’s relevance.
Definition
Addressable TV advertising: TV advertising targeted based on data and segmentation, rather than the large demographic buckets typical of linear TV. Mostly used to describe ads served via set-top box to linear TV, it also encompasses CTV advertising. TV ads are served to selected households matching a specific target audience segment. Customised ads can be stored for swap-out during transmissions, with ads...