What has happened?
Addressable TV was the focal point of the recent IAB NewsFronts in New York, where publishers talked more like TV Networks about “pilots” and “primetime”.
Nielsen forecasts US ad spend on Addressable TV will grow 260% by 2020. This will represent 7% of the total US TV ad spend and a projected $US4.7b market. TV Streaming services such as Google Chomecast and Apple TV enable Addressable TV platforms to serve different ads to different households watching the same program. Notably, Hulu stole the Newsfronts show with their static “Pause Ads”, ad formats targeting binge watching & attribution measurement.
The Media Store Take
Ad performance measurement remains an issue, in particular unique audience across linear & digital TV. Organisationally, advertisers and agencies must navigate a space where Branding & Performance and TV & Online work together. It’s hard for marketers to see ROI on paying significantly higher CPMs on targeted TV ads. In Australia, we should continue to test Addressable TV but do so with eye’s open to what’s happening in the mature US Addressable TV market.