5 Things You Should Know About Addressable Ads as More Dollars Shift to Digital

Advanced advertising needs better clarity

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The momentum behind addressable TV, delivering household-specific advertising based on an advertiser-defined target—regardless of programming or time of day in both live and playback modes—has reached an important inflection point for both consumers and brand marketers.

In a recent study we conducted with Adweek, leading marketers indicated that current TV buying (without addressability) isn't fully meeting marketing needs, and there is both frustration and a desire to reach relevant audiences more effectively. Nearly all respondents agreed that there is too much waste associated with TV and that traditional methods of measurement are outdated.

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