What’s addressable TV?
Addressable TV is a way of delivering advertisements on TV, which allows you to show specific creatives, different from family to family, in real time, based on the characteristics of the family and their lifestyles.
Traditional TV has always used the GRP (Gross Rating Point) to measure the effectiveness of advertising campaigns on its target groups, usually based on estimates derived from audience sharing data combined with audience profiling data from consumer surveys.
Today digital TV provides additional data, allowing viewers to be grouped based on the content they actually see. In fact, if the devices used to access TV programs are connected to the Internet (e.g. Smart TV, set top box, tablet, smartphone or PC), modern tracking technologies, very similar to those used on the Web, provide information in real time on the programs that are actually displayed in each individual family, so that advertising can be targeted based on the profile of the family resulting from its consumption behavior for each device.