Gartner Research

How to Get the Most Out of Addressable TV Advertising

Published: 13 February 2019

ID: G00363599

Analyst(s): Eric Schmitt

Summary

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
  • Key Challenges

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

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