Common Questions About Addressable Advertising
What is Addressable Advertising?
Addressable advertising is the first truly targeted approach to television marketing. This industry breakthrough allows brands to deliver different ads to different viewers watching the same program. As a result, it gives both viewers and advertisers a more personalized experience — allowing marketers to reach specific audience segments. Our data-driven platform at NYI accelerates performance by strategically optimizing audience targeting to make the most of your ad spending.
How does Addressable Advertising work?
Addressable advertising can target based on thousands of segmentation variables. NYI creates this consumer profile through the use of:
• Set-top box data with granular audience tuning metrics — in other words, a cable box categorizes its household based on what they watch on TV.
• Location data and online activity collected through IP targeting.
• 3rd-party partner data from industry leaders to establish a comprehensive, three-dimensional view of a target audience.
NYI then finds audiences using this data, which provides anonymized insights based on geography, demographics, and psychographics (including viewing trends, hobbies, purchase behaviors, and brand preferences), to name a few. And through Audience One, our multi screen platform, we’re able to target across channels, from TV to video-on-demand to display and video – an addressable solution that broadcast networks can’t do.
How big is the market for Addressable Advertising?
A common misconception about addressable advertising is that the market for it is too small to make an impact. In reality, it’s already being consumed by 60 million households and roughly 162.2 million people in the U.S. — outpacing numbers for monthly unique visitors on Twitter, Instagram, Snapchat, Spotify, and other digital platforms. From 2016 to 2018, the audience for Addressable TV advertising grew 27% and continues to expand.
Brands, in turn, are taking notice: 17% of advertisers are already making Addressable TV ads a primary component of their media plan. Another 20-30% plan on investing in it moving forward. Moreover, brands devoted roughly $1.3 billion in ad spending to Addressable TV ads in 2017, a number that is projected to more than double in 2019.
The New York market is particularly ripe for Addressable Advertising. Its audience is among the most affluent in the country, and has the highest spending power. And since our addressable footprint is the largest in New York, we can reach high-end luxury buyers like no one else can.