November 16, 2017

7 things every CMO should know about addressable TV advertising

Marketers know and love TV. In the UK, they’ve successfully used TV advertising to build brands for more than six decades. Despite media fragmentation, for many, it's still a favoured medium thanks to its engaged audiences and well understood ability to build brands.

But TV is changing fast, as we have explored in our recent The State of Video report which discusses the scale in technology and suitable inventory required to deliver "people", rather than "programme", focussed TV advertising. Marketers must understand how and why TV’s addressable powers are worthy of their love and respect.

I think there are seven reasons why addressable TV will make an already highly effective advertising medium even more compelling for brands, not just in the future, but right now:

1. On-demand content already attracts a huge audience

Ofcom data from 2016 shows 78% of British adults have watched, recorded TV or video on demand at least once in the past 12 months, and 30% have watched live TV online.

More than 8.3m UK households now subscribe to at least one SVOD service, with Netflix – the largest such service – reaching an estimated 6.5m households, according to Barb.

Read the full piece at Campaign.


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