Developments in data technology are allowing advertisers to create highly targeted TV campaigns and drive efficiency. The advanced targeted approach offered by addressable TV is gaining traction amongst advertisers, and is increasing TV’s relevance.


Addressable TV combines data and technology to enable advertisers to selectively segment TV audiences. TV ads are then served ads to households matching a specific target audience.

Key insights

1. Addressable TV offers a higher quality environment than programmatically-bought online media

Programmatic media is entering a new phase, characterised by the automation of traditional media channels. With over a third (36.5%) of global internet users now having access to a smart or connected TV device and 85% of UK consumers have access to broadcaster VOD, addressable TV offers the possibility for mass household targeting through programmatically-served video ads. Evidence also suggests the increased viewing of content via connected TV is boosting video ad completion rates.