Broadcast media experts: A quick guide to Addressable TV

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Buzzwords, eh? Just when you think you’ve got them figured along comes another load to get your head around, even if you’re an award winning comms agency like us.

Check out this hilarious BBC guide to some of the jargon being banded about at this year’s World Economic Forum in Davos for proof.

Today we’re looking at one of the latest to cause ripples in media land, addressable TV. Here’s a (very) brief introduction to something you’ll likely be hearing a lot more about on our blog as 2018 unfold. After all, our offices are filled with broadcast media experts, so what else do you expect?

What is addressable TV?

In many ways, Addressable TV isn’t that new a concept, although it is only just beginning to properly take hold in broadcast media land. Put simply, it’s the ability to deliver different advertising content to different viewers, during the same television show. Basically, the ad firm buys a specific audience, rather than the programme space, and the audience is defined based on data taken from viewing and/or shopping habits.

Addressable TV in the UK – the stats

Currently, the UK lags behind the US on the addressable front; Stateside industry spend in this area is set to top £1.6billion in 2018, by comparison we’re only just getting going on this side of the pond.

However, big changes are coming. SKY already has its system in place, AdSmart, and signed a partner deal with Virgin Media in 2017 to roll the service out to even more subscribers.

Channel 4 is aiming to become the first UK broadcaster to offer ‘100% targeted advertising’ by the end of the year across the All 4 platform, the network’s on demand service. Meanwhile, ITV is also betting big on the concept through a partnership with Sorenson Media, meaning on-demand will fall under the spell, and SmartTV viewers can opt-in to receive targeted ads.

How safe is it? 

In a nutshell, there’s no difference between the standards set for traditional TV advertising and addressable, all must pass by Clearcast to be aired.

What do the experts say? 

According to Mindshare’s Video Eats the World report, 30% of all audiovisual advertising, including online and ‘time-shifted’ TV (i.e. recorded or on-demand), will be addressable by 2022.