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Addressable TV creates incremental reach among a younger audience

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News Addressable TV is now a $56bn industry 1/6th of video advertising budgets are now being spent with addressable TV services, with widespread usage across advertiser categories 
A new report on the addressable TV market published today by Ampere Analysis in partnership with GroupM Nexus’s addressable TV solution Finecast and Microsoft Advertising, finds that the global addressable TV sector is now a $56bn industry. This is set to rise by over 50% to $87bn by 2027.
The report, which was informed by over 100 interviews with advertisers, streamers and agencies – and supported by extensive bottom-up market modelling and quantitative consumer research – finds that:

An average of a sixth of advertisers’ video advertising budgets are currently being spent with addressable TV service providers. This is as high as a fifth in mature markets like the US, with all major industry categories represented among addressable TV advertisers.
Both B2B and B2C marketers are using addressable TV to support performance marketing and brand-building objectives, targeting specific audience segments or geographies.
Brands are using addressable TV to extend campaign reach beyond broadcast TV. This is key in younger groups for whom the aggregate reach of addressable TV services provides a nearly 25% incremental reach boost over total monthly broadcast TV reach in developed markets.
While both small and large brands are using addressable TV, smaller advertisers devote less of their marketing budget to addressable TV. Addressable TV service providers need to work to remove non-cost barriers to using the technology, simplifying the purchase and planning process to support uptake.
Addressable TV typically commands higher pricing, which is attractive for service providers, but there are also incentives for service providers to deploy addressable TV to support viewer satisfaction and retention. Viewers who believe their TV service offers relevant advertising rate their streaming service higher in terms of user satisfaction – with an average Net Promoter Score 16 points higher than those viewers who don’t feel they are receiving relevant commercials.

“The exponential expansion of the addressable TV advertising market serves as a clear indicator of the immense prospects awaiting service providers and brands. This research illustrates the inherent potential of addressable TV as a powerful tool for targeted communication with previously hard-to-reach audience segments. The seamless integration of such capabilities with the storytelling possibilities and brand protection mechanisms inherent in broadcast TV is well demonstrated,” says Kristian Claxton, Managing Partner, Innovation and Strategy at Finecast.
 

Countering misconceptions is key to further adoption
Despite the rapid growth of the addressable TV market, interviews revealed an array of attitudes and opinions that could hold back future growth if not countered by the industry. In emerging markets, there was a lack of clarity about the capabilities of addressable TV. Some brands were unaware of the targeting capabilities addressable TV platforms offered in their region, leading them to spend with alternative media. And even in developed markets, where addressable TV technologies are more mature, some marketers were not aware of the reach of addressable TV services, believing it to still be limited compared to broadcast media. The report also found that among those advertisers not yet purchasing addressable TV there was a widespread perception that addressable TV services were expensive. This contrasts the belief of brands already purchasing via addressable who felt that addressable TV was just as cost-effective as other formats.
Richard Broughton, Executive Director at Ampere Analysis, says: “The extent to which addressable TV advertising is now being used by non-traditional TV advertisers, including smaller companies and B2B brands, is illustrative of how the medium can support TV service providers in their push to reach beyond traditional broadcast TV budgets and to open entirely new revenue streams. But it’s clear that there is still work to be done by the industry in challenging entrenched opinions and in countering common misconceptions.”
New technologies and applications will drive market growth
The report forecasts that as case studies filter through to the wider market, those advertisers who are still wary of the technology will begin their addressable TV journey, contributing to the sector growing to an $87bn industry by 2027. But the research also expects that, even for those media buyers who have already incorporated addressable TV into the media mix, there will be a host of new and emerging technologies and screens that will support future campaigns. Interviews revealed that connected cars have already debuted as an addressable TV channel in some markets, with some brands taking advantage of geotargeting opportunities to reach passengers with messaging. And some agencies and brands were thinking about how targeted QR code-based formats support a level of follow-through and sales attribution. The report also suggests that new technologies such as generative AI may begin to support the creative process in the next few years, helping to address the practical challenges associated with developing the multiple creatives required for dynamic or addressable creative campaigns.
According to Dave Osborn, General Manager, Sales at Microsoft Advertising, “Addressable creatives already allow media buyers to adapt messaging by audience group and in response to events, keeping commercial messages fresh and relevant. However, many of the most exciting developments in the addressable TV market have yet to be fully explored by brands. As many advertisers now see addressable TV as a core part of their media mix, their focus will shift to take full advantage of the capabilities of addressable TV and innovations such as generative AI and emerging technologies.” Download the report

A new report on the addressable TV market published today by Ampere Analysis in partnership with GroupM Nexus’s addressable TV solution Finecast and Microsoft Advertising, finds that the global addressable TV sector is now a $56bn industry. This is set to rise by over 50% to $87bn by 2027.
The report was informed by over 100 interviews with advertisers, streamers and agencies – and supported by extensive bottom-up market modelling and quantitative consumer research.

Addressable is TV now a $56bn industry

Unlocking the Potential of Addressable TV 

Keep up to date on addressable TV with our blogs, articles and research.

Insights Ad Spotlight:  Cécile Douillard, Global Head of Growth, Addressable Content, Hogarth (WPP)    Welcome to the Ad Spotlight series where we hear from a different guest from the industry each month to get an insight into the landscape of advertising as well as their own personal experiences.  
Our guest this month is Cécile Douillard. With experience in the media trading, measurement and data, and creative corners of the industry, Cécile has a comprehensive understanding of the addressable TV landscape. In her current role, she oversees the growth of addressable content, helping a wide range of clients capitalise. 
Cécile dove into this wide-ranging subject to look at what’s happening now, and what is to come… 
 
Q: Why did you choose a career in advertising?
A: Studying law gave me skills I use to this day, including how I process and structure my thoughts and work. But it can be rigid and conservative. I wanted to be in an environment that encourages versatility and fluidity.  Somewhere where things weren’t as set in stone. Advertising offered a relatively boundaryless industry where there’s always something new to learn or try.
Q: What are the biggest challenges in the industry you see right now.
A: We need to work out how to adopt, drive, and encourage change at scale. You can suffer from information overload in our industry because everything is brand new all the time. It’s about making it as easy as possible to consistently go back to the drawing board and embrace change.
There is also a challenge around finetuning the increasingly interlinked ways of working. It’s breaking down silos, but we need to ensure we’re marrying a macro focus with bringing together the right experts in their field to achieve more intelligent advertising.
In terms of TV specifically, there's a real opportunity to optimize a fragmented landscape. I oversee the growth of addressable content across channels including TV and I’m seeing more and more content hitting the mark because we can drill down into the target audience, platform, and device that is best suited. The challenge is making sure people aren’t scared of navigating a sometimes convoluted ecosystem.
Q: Sum up the future of advertising in three words.
A: Intelligent: Driving intelligence at scale using the tools we have access to. There’s no excuse for us not to be smart in the way we function and create because some of the heavy lifting will be done by data and technology.
Agile: Advertising is anywhere, anytime, all the time. We need to be prepared to shift and adapt in a super-fast way without disturbing the fundamental principles.
Multi-dimensional: Making sure brands think outside the box. And we marry the rational and emotional when guiding them so, ultimately, all types of people, areas of expertise, and skills sets are represented.
Q: What is your biggest career highlight?
A: Rediscovering the importance of content. I spent years working in analytics and RTB engineering focused on trading efficiency. I needed reminding of the power of creative – and to feel I had a stake in it.
Working in the addressable function at Hogarth has let me be at the heart of it again. That first campaign where every element – storytelling, directors, copywriters, production, data – came together with passion is what I needed to reinforce the idea that content really matters.
I love that what the end creative looks like is partly my responsibility again and that creative, tech and data are considered in equal measure now.
Q:…and biggest regret?  
A: It’s not really a regret, but certainly a big factor in my life, and that’s how my career got derailed by health issues. I suffer from endometriosis, which can have a devasting impact on a woman’s life. But I have actively tried to turn it into a positive, because I got to explore a side of myself that I didn’t know.
I set up a charity (endOF.org, which helped people with chronic pain get active) and continue to do lots of charity work to this day. But I do sometimes feel like I lost precious time while navigating my health issues.
Q: What is your favourite advert of all-time?
A: Growing up in France, we had this TV show called ‘Culture Pub’ which showed adverts from around the world. It was fascinating to see how creativity comes to life in different countries.
But if I had to pick one, it would be Nike’s ‘Find your Greatness’ campaign. It might be cheesy, but it perfectly captures an inspiring, inclusive message.
https://www.youtube.com/watch?v=X0JdbZEKz7k&amp;ab_channel=GreatBigMindsCollection 
You’re in a unique position to talk about the future of creative in the evolving TV ecosystem, so let’s do just that…
Q: What is your view on the relationship between data and creative when it comes to delivering effective advertising? 
A: It’s a relationship of interdependency – and one that can be a happy marriage when done right. Data is the conduit for fuelling impactful creative moving forward and, when combined, they bring a new dimension of opportunities for brands and how they engage with consumers. Creative can be more tailored to specific audiences and be built on foundations based on relevant insights.
Data is also such a generic word that encompasses so much. There is absolutely a creative element to identifying the data that matters and using it correctly to inform how the campaign looks as well as how it is rolled out.
Q: Several case studies have shown how QR codes can lift attribution. What is the next step in the evolution of attribution methods?
A: QR codes are a very pragmatic way to capture direct attribution in a TV environment that, traditionally, has found it difficult to track direct engagement. But there’s room to grow because audiences aren’t necessarily warmed up to reacting to QR codes when they appear on screen. It’s still a bit of a novelty, although they aren’t!
This talks to a wider conversation about how TV ads are evolving. More and more, brands are weaving together creative experimentation with pragmatic templating. And there is still some friction there. But just because an ad is set up to lift attribution by using QR codes doesn’t mean it can’t also be creative. We’re seeing that in addressable campaigns all the time.
Q: What would you tell a brand wondering if its creative was suitable for addressable TV?
A: Everyone is a good candidate. Creative works best when it reflects market conditions and addressable TV allows you to consider this in the way content is built and delivered.
Everything we do now in advertising is audience driven. But audiences are not static. Your audience on Instagram today is not your audience on Instagram tomorrow in the way they consume content and interact with your brand. And the same goes for TV advertising. Understanding the subtleties - how people’s behaviour and the way they engage with the platform change – helps produce better creative. If we as people are not static, it is foolish to think about developing content that is static.
Enjoyed this Ad Spotlight? Check out previous editions to see how other names across the industry found their way into advertising, and what they predict for its future – including Mike Shaw (Roku) and Vanessa Goff-Yu (TAG).  

Our guest this month is Cécile Douillard. With experience in the media trading, measurement and data, and creative corners of the industry, Cécile has a comprehensive understanding of the addressable TV landscape. In her current role, she oversees the growth of addressable content, helping a wide range of clients capitalise.

Ad Spotlight: Cécile Douillard, Global Head of Growth, Addressable Content, Hogarth (WPP) 

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Finecast is now part of GroupM Nexus, GroupM's activation arm. The transition is part of GroupM's efforts to simplify its offering for clients.
You can still read about our latest news, innovations, and success stories over on GroupM.com.

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News Why even TV advertisers need a new approach to digital identity   The advertising industry is moving towards stricter privacy and identity protection. Our Senior Director of Product Solutions, Donatas Nemura, discusses what these changes mean for addressable TV and what the future of identity in this space could look like.
Find out how fragmentation in identity strategies and value-driven partnerships will be key in addressable TV in this Marketing Week article. Read more 

Why even TV advertisers need a new approach to digital identity

The advertising industry is moving towards stricter privacy and identity protection. Our Senior Director of Product Solutions, Donatas Nemura, discusses what these changes mean for addressable TV and what the future of identity in this space could look like.
Find out how fragmentation in identity strategies and value-driven partnerships will be key in addressable TV in this <a rel="noopener" href="https://www.marketingweek.com/tv-advertisers-new-approach-digital-identity/" target="_blank">Marketing Week article</a>.

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Why even TV advertisers need a new approach to digital identity