Addressable TV Advertising
This particular piece of jargon refers to the targeting of TV ads to specific households or viewers. New viewing platforms such as the internet and set top boxes are bi-directional enabling adverstisers to be aware of consumers' viewing habits and to marry this with other information such as income, ethnicity, purchase habits etc. This means the appropriate ads can be addressed to the appropriate audiences, increasing the relevance of the message. Whilst much is made of the threat of ad avoidance technology such as Sky+, addressable advertising is seen as an antidote to this.
Addressable advertising offers oportunities to a whole host of new advertisers such as smaller local retailers who previously avoided TV due to its one size fits all nature and the cost inherent in this. Soon they will be able to target very specific geographies and segment the appropriate customers within that geography. Advertisers will also be able to ensure that each household only sees an ad the optimum number of times. For a more detailed understanding check out this overview.
