Tagged: addressable

Addressable TV halves channel switching and improves ad recall, claims Sky

Addressable TV cuts channel switching by 48% and boosts ad recall by 49%, according to data from Sky. Where the frequency of addressable ads was higher or equal to linear exposure, ad recall was boosted by 49%. With eMarketer forecasting that programmatic digital video ad spend will climb from £967m in 2017 to £1.58bn this year in the UK, the figures demonstrate how addressable TV can deliver ROI on marketing spend. Read More: www.thedrum.com

Comcast partners with Charter, Cox to advance targeted advertising

U.S. cable provider Comcast Corp on Tuesday launched a program to further develop an advertising strategy that better targets audiences, as the TV industry looks to lure more advertisers away from digital players like Facebook Inc and Alphabet Inc’s Google. Comcast said it will partner with two other cable providers, Charter Communications and Cox Media, the ad division of Cox Communications, to pool what they have learned from offering addressable advertising, help other content distributors do the same, including how to ensure customer data is used in ways that comply with privacy standards. Read More: www.reuters.com

Addressable Advertising: A Primer

Most VOD addressable inventory is already sold on an addressable basis, either via walled gardens like Roku and Amazon or via DSPs and SSPs like The Trade Desk, dataxu, SpotX and Telaria. There’s no single agreed upon method for measuring linear addressable and VOD addressable. Read More: tvrev.com

‘we Built So Much On Such Crap’: Ad Buyers Sound Off On The Future Of Tv Advertising

The future of TV and digital video advertising is fuzzy, but the market’s present picture isn’t all that clear either. During closed-door sessions this week at Digiday’s Future of TV Summit in Palm Springs, California, ad buyers vented about some of the biggest frustrations they face, such as convincing clients to look beyond linear TV to OTT, organizing TV and digital buying teams and assessing what is true addressable TV advertising. Read More: digiday.com

Who Sells What? Ncc Media And Xandr Aim To Consolidate The Confusing Addressable Tv Market

Xandr sells addressable TV across DirecTV’s 19 million satellite homes, and last September signed exclusive deals to represent addressable inventory from Altice, which covers the tri-state area, and Frontier, which covers small and medium-sized markets along the east coast. Project OAR, a consortium launched in March by Vizio and major TV networks, aims to use and automatic content recognition technology to define technical standards for addressable TV ad sales and deliver addressable ads across Vizio’s 10.5 million smart TVs by 2020. Read More: adexchanger.com

Agency Ad Buyers Say There Isn’t Enough Addressable Tv Inventory

Then in September 2018, AT&T’s advertising division Xandr struck deals with Altice and Frontier to sell those two companies’ addressable TV inventory alongside AT&T-owned DirecTV’s addressable inventory in order to sell ads that can be targeted across 20 million households in the U.S. The progress that the TV companies have made in expanding the share of U.S. households that can be served addressable TV ads, combined with advertisers’ interest in audience-based buying, is now drawing ad buyers’ attention to addressable TV’s other inventory limitation: that two-minute inventory allotment. Read More: digiday.com

‘There is scale there’: Myths of addressable TV advertising

Myth: Addressable TV is not applicable for brand advertisers. Addressable TV does not only suit advertisers looking to pinpoint the specific sliver of people likely to immediately run out and buy a brand’s product after seeing an ad. Brand advertisers looking to reach a wide audience may find it valuable to use addressable advertising to tailor their messages to certain segments within that audience, such as Spanish-speaking households or households with kids of a certain age, said Piner. Source: digiday.com