What we know about addressable TV

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands