Addressable TV and implications for the future of TV measurement

Discusess key issues and themes that emerged from the CIMM members-only workshop on addressable TV and implications for the future of TV measurement.
  • Addressable TV is operationally challenging to execute, however, successful addressable campaign results amassed during the past several years indicate the labor intensity of coordinating transactions across multiple addressable platforms with potentially disparate data sources and targets is worth the effort.
  • Addressable tactics used to achieve superior ROI have expanded beyond granular precision targeting and now include more advanced placement approaches such as frequency capping and targeting across multiple consumer sub segments to further reduce waste.
  • Commercial overlays appearing on Smart TV sets within national network TV inventory is the next potential source of addressable ads, beyond what is provided by...

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