More Targeted TV Ads Are Coming as Marketers Use Data to Reach Viewers

Consumption habits are changing, and advertisers need to adapt

Have you ever seen a television commercial play for two seconds, and then it suddenly gets cut off for a different ad to run? That’s addressable TV done poorly.

Today, there are a handful of consortiums made up of distributors, programmers and ad-tech companies working toward doing addressable TV right. Addressable initiatives are taking off as TV consumption habits drastically change, leaving marketers with fewer opportunities to reach engaged audiences.

“The consumer’s expectation is becoming a viewing environment that has less advertising.



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This story first appeared in the July 13, 2020, issue of Adweek magazine. Click here to subscribe.