On Addressability Playbook

A Playbook for “Turning On” Addressable TV Advertising

Executive Summary
Introduction

Working together toward a more addressable TV landscape.

Section One: Addressable TV Defined

Level setting for addressability: the whats, wheres and whos.

Section Two: Preparing for Addressability

A step-by-step guide to enabling addressable TV advertising.

Section Three: A Buyer’s Guide to Addressable TV Advertising

Strategies for using addressable TV to drive results.

Section Four: A Seller’s Guide To Addressable TV Advertising

Shared Learnings on Executing Addressable Campaigns for Marketers

Key Takeaways
  • TV remains a powerful advertising platform and it should continue to evolve; this includes enabling addressability on all forms of TV, including linear.

  • The playbook was created to help the television industry “turn on” addressability, including other distributors, programmers, advertisers, and agencies, and all those whose businesses touch addressable TV advertising.

  • Given the rapid pace of change in both consumer and advertising technologies, it is meant to be a living document; we will update as appropriate and invite others to share ongoing learnings.

Download Full Playbook

Executive Summary

The On Addressabililty Playbook was created to help the television industry “turn on” addressability. It is intended as a helpful resource for the industry, providing definitions, suggested best practices and shared learnings for enabling addressable advertising TV campaigns.

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Introduction

TV’s quality and engagement with viewers is unparalleled. Time and again, including during the recent COVID-19 related restrictions around the globe that kept many people at home for long periods of time, the medium has demonstrated the key role that it plays in viewers’ lives. In spring 2020, TV viewing was up across the board...

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Section One

Addressable TV Defined

As a first step in achieving widespread addressability, operators, programmers and technology partners should have a set of common definitions and standards for addressable TV advertising.

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Traditional Advertising
VS
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Addressable Advertising
Section Two

Preparing for Addressability

In preparation for programmers and distributors to launch addressability within their environments there are several technical
factors to consider prior to getting into a system integration and end-to-end testing environment...

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A Step-by-step Guide to Enabling Addressable TV Advertising
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    Implement Ad Break
    Messaging Standards

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    Condition
    Signals

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    Create Audience
    Segmentation Files

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    Prepare Inventory for
    Addressable Insertion

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    Deploy a Service
    Assurance Network

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    Prepare Inventory for
    Addressable Insertion

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Section Three

A Buyer’s Guide To
Addressable TV Advertising

For decades, marketers have used TV advertising’s mass reach to build brand awareness and preference. As its advertising capabilities have developed and continue to evolve, the role and value of TV advertising has expanded.

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Section Four

A Seller’s Guide To
Addressable TV Advertising

It is necessary to make the sale and use of addressable TV advertising as easy as possible for sellers and buyers.

The packaging of specific “solutions” enabled by addressable TV advertising capabilities can address common challenges faced by marketers, either across verticals or associated with specific verticals.

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