TV is changing, but while the underlying technology evolves rapidly, the marketing industry’s understanding of how to use the new capabilities is only slowly responding.
Addressable, data-rich TV advertising is emerging as a new advertising landscape and marketers need to be equipped with the right knowledge on the relevant technology and terminology to ensure they make the most of the opportunity addressable TV presents.
As such, ISBA's new guide, 'The Emerging Context for TV Addressability' provides a thorough overview of Addressable TV and how it sits in an advertising landscape that now includes digital broadcast and ‘IP streamed’ linear channels, on-demand programmes on TV and mobile devices, short-form and interactive content.
Context is key
The ‘context’ in which media is delivered is critically important for the advertising industry. Understanding the implication for how, when and where advertising can be delivered into these contexts; the differences in the type of data that can be captured and used; and how advertising can be targeted and measured in each context, is now crucial.
The guide ensures all players have a clear understanding of these contexts, plus the TV distribution and advertising technology, so marketers can be precise in their use of an agreed TV and advertising terminology.
The guide explains this emerging TV and addressable landscape for TV and acts as a starting point to begin the debate on how marketers need it to evolve. Download your copy now.