Addressable TV is different than normal TV. Ads are targeted based on household-level data and segmentation to serve ads during TV programming. You used to see cereal ads in the morning while watching the morning news.
Addressable TV is the ability to serve different ad content to different audience segments watching the same TV program on IPTV set-top boxes or connected TV sets, based on specific audience targeting.
With addressable TV, you and your friend could both be watching the morning news on the same channel. However, your TV shows you an ad for mobile, because you have been searching for new mobile in online. While your neighbor is served an ad for Movie tickets based on their online and offline data.
Why is TV addressable?
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Addressable TV advertising is the ability to show different ads to different households while they are watching the same program. With the help of addressable advertising, advertisers can move beyond large-scale traditional TV ad buys, to focus on relevance and impact.
Addressable tv benefits
Addressable TV takes the tons of data that TV content providers collect and grants advertisers access to much more specific audiences. Demographic, geographic, behavioral and more complex data-matching through satellite, cable and IPTV delivery systems are just some of the ways targeting can be drastically improved.
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