Addressable TV

Addressable TV is a form of television advertising in which different households are shown different commercials during the same television programme. This enables advertisers to tailor advertisements to specific audience segments based on factors such as demographics, interests, location and viewing behaviour.

Addressable TV uses digital distribution technology, audience segmentation and automated media buying. This allows advertisers to target television campaigns much more precisely than with traditional linear television, where all viewers see the same commercial.

For viewers, this means that the advertisements they see are more relevant to their interests. For example, a household with an interest in golf may be shown an advertisement for a golf holiday in Portugal, while another household watching the same commercial break sees a completely different advertisement.

For advertisers, Addressable TV offers the opportunity to reach audiences more precisely, measure campaign performance more effectively and deliver different messages to different audience segments. It combines the broad reach of television with many of the targeting and measurement capabilities of digital advertising channels.