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 new challenges to the planning process. Foremost is the shift to a data-driven and technology-supported approach, incorporating real-time performance data and first-party assets to fully optimise addressable campaigns.

Measuring ROI in the fragmented world of non-linear TV delivery is also a point of consternation, and brands need to weigh the benefits of addressable efficiency and frequency against increased media and creative costs.

This Data Point was drawn from December's Global Ad Trends report, which focuses on global TV advertising.