Addressable advertising on linear TV is a culmination of efforts to combine the reach of broadcasters with the targeting of digital platforms. Addressable TV also will drive greater adoption of programmatic media buying as advertisers seek more flexibility with their campaigns.<\/p>\n
Chris Maccaro<\/a>, chief executive of Beachfront Media<\/strong><\/em><\/p>\n \u201cWe\u2019re most excited about accelerating addressability across traditional linear, and that\u2019s where we see an enormous amount of growth, both this year and into the future,\u201d Maccaro said. \u201cOur focus has really been on enablement, building the infrastructure to enable that addressability to happen, and then bringing the ability to access that supply through automated channels,\u201d Maccaro adds.<\/p>\n Adam Gaynor<\/a>, vice president of network partnerships at Vizio<\/strong><\/em><\/p>\n \u201cAddressable TV today acts as the bridge between linear and streaming,\u201d Gaynor said. \u201cWhen I think about it from the buy-side, when I think about it from the brand side, we now have a real opportunity to help brands as they find their audiences in both the connected TV world and the linear world, to connect them by using addressable TV.\u201d<\/p>\n Beth Weeks<\/a>, vice president and group director at Digitas<\/strong><\/em><\/p>\n \u201cMeasurement becomes critically important as we\u2019re losing reach on linear, but gaining in digital video,\u201d Weeks said. \u201cHow are we validating the effectiveness of that holistic reach as we think about bridging those platforms, and being able to validate and verify that we\u2019re achieving those critical KPIs and those business outcomes that our clients are expecting.\u201d<\/p>\n Huda Kazi<\/a>, vice president of ad technology and operations at Discovery<\/strong><\/em><\/p>\n \u201cUnification is key. We\u2019re hyper-focused on creating a large deduplicated supply pool for our advertisers,\u201d Kazi said. \u201cThis allows us to provide greater ROI for the advertisers while maintaining the value of our own content.\u201d<\/p>\n Chris Pizzurro<\/a>, senior vice president of global sales and marketing at Canoe<\/strong><\/em><\/p>\n \u201cWe have a very well lit, brand-safe VOD environment today with the Canoe footprint,\u201d Pizzurro said. \u201cWe absolutely need to maintain that quality, but we know we need to open up the pipes to programmatic so our programmers can sell 100% of their inventory\u2026We\u2019re up-and-running, and we look to turn up the heat this year.\u201d<\/p>\n Rob Christensen<\/a>, vice president of advanced TV sales and distribution at Vevo<\/strong><\/em><\/p>\n \u201cAs we\u2019re running ad pods in multiple minutes per hour, it\u2019s important for us to make sure that it\u2019s a great experience for brands, it\u2019s a great experience for users and of course, maximizing the monetization opportunities,\u201d Christensen said.<\/p>\n JoAnna Foyl<\/a>e, senior vice president of inventory partnerships at The Trade Desk<\/strong><\/em><\/p>\n \u201c[Ad] frequency is a big challenge, that if you\u2019re not using the right platform and the right tools \u2013 we see this as consumers while we\u2019re watching content on mobile devices, on streaming services\u2026the odds are frequency isn\u2019t being managed very well,\u201d Foyle said. \u201cOne of the things we talk to our buyers a lot about is making sure that they\u2019re using the tools available to them.\u201d<\/p>\nAddressable TV Is Bridge Between Linear, Streaming<\/h2>\n
Media Measurement Underpins Convergence<\/h2>\n
Unification Means Greater ROI<\/h2>\n
Video-on-Demand Offers Brand Safety<\/h2>\n
Brand, Consumer Experiences Are Key<\/h2>\n
Don\u2019t Forget Frequency Capping<\/h2>\n
CTV, OTT See Data-Driven Innovations<\/h2>\n