How to Get the Most Out of Addressable TV Advertising

Published: 13 February 2019 ID: G00363599


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Addressable TV advertising uses traditional TV inventory to target commercials at specific households. It complements other paid media video tactics, but lacks the agility and automation of digital. Marketing leaders can use this research to evaluate where addressable TV fits into media plans.

Table of Contents

  • Introduction
  • Analysis
    • Utilize Three Addressable TV Advertising Use Cases
      • Surgically Reach Small Target Audiences
      • Complement Linear TV Buys
      • Gain Measurement and Planning Insights
    • Take Six Steps to Buy and Execute Addressable TV Campaigns
    • Apply Addressable TV Best Practices and Cautions
      • Use Effective CPM Rates to Inform Planning
      • Do as Much Segmentation Work In-House as Possible
      • Make Disciplined Use of Control Groups
      • Prepare for Operational Complexity
      • Tap the Potential of TV-to-Digital Use Cases
      • Use Caution When Planning Digital-to-TV Campaigns
      • Consider Professional Help
      • Integrate Addressable Into Broader TV and Video Campaigns
    • Monitor Emerging Addressable Sellers and Technology
  • Gartner Recommended Reading
© 2019 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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