Addressable TV: Traditional Television Just Became Untraditional

This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US.

Addressable TV: Traditional Television Just Became Untraditional

Aaron Fetters and Helen KatzKellogg's and Starcom Mediavest Group

Project background:

The advertising marketplace is changing. We now live and work in an era of 'big data' where forward thinking advertisers are seeking to take advantage of hyper-targeting and digital optimization. For these advertisers, there is an ongoing push to measure the return on investment of all media dollars, with the goal of reducing waste and increasing impact against target consumers. The media world is changing as everything becomes digital, presenting us with an important opportunity to combine the benefits of data...

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