Close
Close

Published

Addressable ads held back by lack of technology, inventory

The success of Sky AdSmart in the UK and progress in North America masks serious challenges holding back addressable TV advertising in most other markets. This is a problem for broadcasters and pay TV operators because addressability offers at least some relief from declining market share and revenues for TV advertising as marketing budgets switch to online video and other digital formats. Sky AdSmart has already demonstrated that the ability to target households with ads selected on the basis of demography, socio-economic status, location and various known preferences including over video content, can increase effectiveness for the brand and revenues for the operator or broadcaster. In its recent white paper, AdSmart: Five Years and Forward, Sky cites one benefit as…

Close