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A handful of pay-TV operators are enabling addressable advertising through technology investments and changes in the way they sell advertising. This will see online advertising technologies and strategies increasingly converge with TV advertising.


  • The key driver behind the emergence of addressability in TV advertising is the gap between the cost per mille (CPM) of untargeted TV audiences and that of targeted online video audiences (of course the volume of spending overall remains much, much larger on TV advertising than online video) hence there is a perceived opportunity to increase the value of TV ad inventory, particularly outside of high-value, prime-time slots

Features and Benefits

  • Analyzes the key drivers behind the emergence of addressability in TV advertising
  • Identifies how changes in programming delivery are enabling advertising strategies closer to digital advertising than TV

Key questions answered

  • What is addressable advertising?
  • Who is best placed to dominate the move to addressability?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • What is addressable advertising?
  • What does addressable advertising enable that isn’t possible today?
  • What’s my motivation? How will addressable advertising impact the TV value chain?
  • How are addressable TV ads delivered?

Market dynamics

  • Addressable economics
  • Addressable TV advertising deployed

Market dynamics

  • Drivers
  • Inhibitors


  • Methodology
  • Author

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