Conventional television advertising is broadcast to everyone in the same way. So, for example, if you run an advertisement for dog food, it will be seen by everyone tuning in to the respective channel, including cat owners or people who do not have pets at all. This leads to significant audience wastage.
Addressable TV, as the name suggests, is quite different. Here, you can precisely address your advertising to a specific target audience. For instance, you can broadcast it only within a specific radius around your dog food store, exclusively to people who own dogs, or when someone switches to a channel airing a dog-related program. This results in significantly reduced audience wastage.
Similar to ads on Facebook, Instagram, and Google, you can define target audiences in Addressable TV based on criteria such as gender, age, interests, or location. The data for this is gathered from the accounts users are signed into on their Smart TVs, such as YouTube, Amazon, or Google.
Addressable TV offers even more capabilities: You can determine the broadcast radius of your ad down to the last digit of the postal code and make further "fine-tuned" adjustments, such as running an advertisement for rain gear only on days when the weather forecast predicts rain.