Competition will further “diversify routes advertisers use to access TV”.
This article states that despite the hype around data-driven ad targeting for TV, larger advertisers in the UK are concerned about the price. Though price shouldn’t be the yardstick to measure the viability of addressable ads from TV broadcasters, it is central to investment decisions.
UKTV’s Alasdair Weddell says that addressable TV ads will account for “almost 10% of the broadcaster’s TV investment in 2020, having increased YoY”. The key to seeing favourable results is “getting the right targeting”.
Henry Daglish, founder of Bountiful Cow states that investments made by other broadcasters to grow their addressable TV businesses will level out the pricing. Broadcasters should develop “a universal set of metrics across all TV” for advertisers to know the worthiness of addressable inventories, to be ready to pay.
[4 minute read]