About 42% of US homes are now able to receive so-called “addressable advertising” – TV ads custom-targeted at individual homes thanks to one of a variety of return-path TV systems.
But how much of the multi-billion-dollar TV advertising industry could be funnelled through that channel in the years ahead. It’s early days, but ad agency GroupM’s UK MD Jakob Nielsen says his group is taking a guess. “You are changing how you are thinking from the past – therefore, it will take some time,” he cautions, in this video interview with Beet.TV. “But, if you look across all our clients, we think 30% to 50% of all TV could eventually – not tomorrow – be addressable TV. “You will have some clients having 60% of their total mix, in five or 10 years, being addressable, other clients being 20%.”