The variety of devices available for consumers to consume content has resulted in viewer fragmentation across platforms and has created competition for consumers’ time and attention. As Google states, “Now, viewers watch what they want and when they want, across multiple platforms and devices, from the small screens in their pockets to the large screens in their living rooms.”
Stand and Deliver
Addressable TV has become a way to make advertisers’ messages more
relevant to viewers by better targeting according to their viewing
habits and household profiles. This type of relevancy often leads to
greater attention, engagement, and sales. But it’s only recently that
the supportive technology behind addressable advertising has enabled a
more fluid delivery and measurement capability with dynamic ad insertion
and granular set-top box data.
Read more at the Videa blog.