Selling Addressable TV: Challenges and Solutions
The most critical piece of the puzzle on the sales side is aggregating and understanding the inventory available for addressable TV. The entire broadcast TV ecosystem must upgrade its capabilities. The easiest road to this is with NextGen TV. It allows them to “buy” audiences in aggregate but is still only a portion of inventory for those markets that are live.
Overall, addressable TV is in its infancy. Data on audiences is improving, but it’s still “big” data of viewers’ individual actions. It’s missing pieces that would make it more strategic. Additionally, co-viewing is something that increased during the pandemic. It expands the audience, but who’s really watching?
Addressable TV’s ecosystem must mature to realize high adoption by media companies and advertisers. That will require much more data, proof of performance, audience insights and inventory availability.
It has lots of potential and will be mainstream once there’s a streamlined way to sell it. We’ll keep you updated.
You can learn more about NextGen TV and its role in addressable advertising by reading How NextGen TV Is Powering the Future of Local TV Advertising.