Mindshare Futures believes that, by 2022, 30% of audio-visual advertising (excluding cinema) in the UK will be addressable, though only 10% of linear TV impacts (885 billion in 2016) will be delivered as such. While that share is low, it would still represent significant growth, helped in part by new regional entrants looking to target niche, local audiences.
National advertisers will be the main growth drivers. For large FMCG organisations with multiple consumer brands in their portfolio, the ability to advertise a product to a particular household has clear value.
But the evolution of addressable TV will bring...