Television advertising is on the cusp of becoming more targeted on national cable and broadcast networks, giving marketers more control over the reach and frequency of their biggest campaigns. This addressability will support linear TV advertisers that want to engage focused audience groups and connected TV (CTV) advertisers that are looking for greater scale across multiple screens.
“The aperture of addressable has grown pretty significantly,” Jason Brown, addressable lead, national, D2 and local at WarnerMedia Ad Sales, said in this interview with Beet.TV.
Much of the growth in addressable advertising has occurred among multichannel video programming distributors (MVPDs) — or cable and satellite TV platforms – that traditionally have sold two minutes of commercial time to local businesses each hour. More recently, addressable includes streaming services that reach CTV households.
“Demand for local-level break inventory is getting to a level of maturity,” Brown said, foreseeing growth as the national inventory of 14 minutes each hour becomes more addressable. “We’re …