What local advertisers need to know about addressable TV advertising

What addressable TV?

The addressable TV advertising opportunities still being defined, but generally refers to ads that are targeted at specific audiences watch television Digital Marketing Company in Bournemouth  households linear. Based on census data, especially, allows for targeting by income, ethnicity, children, home ownership and rental cars even. Advertisers want to target that audience to define and pay for impressions regardless of what the audience watching at the time.

How TV broadcasters are able to provide these ads are still experimenting with, and the General Data Protection Regulation (GDPR) which entered into force next May the possibility of adding a new layer of complexity as the IP address and zip code is generally used. To achieve linear TV audience, ITV example, will need to know who is watching what is in real-time. this kind of information can really only be accessed from set-top boxes, and ITV said it would use "the unification of the different systems" including "manufacturers of set-top boxes, TV manufacturers, the delivery system that provides play the data to us". in the US, addressable TV tend to use a combination of the first, second and third party data.

How popular are addressable TV ads?

Last year, addressable TV reaches 42% of US households (approximately 49.8 million households), representing nearly $ 900 million in ad spending, according to the Video Advertising Bureau. It is on track to reach $ 2.2 billion by 2018, and household penetration is predicted to rise to 74% of TV homes in 2020. However, despite the impressive numbers, these numbers are still quite modest compared with $ 71.29 billion spent for TV advertising in the US last year.

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In the UK, addressable TV advertising is not so mature. An eMarketer study last October found that only 4.1% of marketers in the UK either 'evaluated' or 'starting' addressable TV to enhance the 'data-driven' advertising. However, like traditional TV move to on-demand connected TV and connected TV expands from mainly subscribed mainly advertising-funded, it seems very likely to grow in popularity.

The main challenge will face declining TV addressable TV subscribers. Largely due to the increase in the selection of the streaming service Netflix and Amazon, for example, more and more customers are cutting the cord. In 2015, 385,000 US customers decided to cancel their standard TV package, and this figure is growing.

What are the main benefits for local advertisers?

TV commercials, overall, only a choice for big brands. However addressable TV cut waste out of the TV ads for local advertisers in particular, who just want to reach an audience that is highly segmented. Also with fewer advertising dollars chasing the same ad inventory on TV, this could lead to a more competitive price in addressable TV, making it much more accessible to small businesses. Media companies with large addressable footprint can Digital Marketing Companies in Bournemouth also provide their advertisers with more value through better planning and the discovery of the audience, as well as TV execution and measurement.

Over the last few years there have been concerns about the efficacy and deliverability of online advertising, which is caused by bots, ad blocking and visibility issues.

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