Addressable TV is a revolutionary way of delivering advertisements on TV, which has the power to transform the TV advertising experience. With this cutting-edge technology, Spada Media Group is able to personalize advertisements in real time, taking into account the unique characteristics of each household and their lifestyles. While traditional TV relied on GRP to measure the effectiveness of advertising campaigns, Addressable TV draws on digital data and providesa precise and detailed analysis of the audience.
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Today, digital TV provides additional data, making it possible to group viewers based on the content they actually watch. In fact, if the devices used to access TV programs are connected to the Internet (e.g., Smart TVs, set-top boxes, tablets, smartphones, or PCs), modern tracking technologies—very similar to those used on the Web—provide real-time information on the programs actually being watched in each individual household, so that advertising can be targeted based on the household’s profile, derived from its viewing behavior across each device.
To fully understand the potential of this technology, let's imagine the following scenario: if the Cartoonito channel is frequently watched on a smart TV, it is highly likely that there are preschool-aged children in the family. As a result, when channels such as Rai1, Channel5, or RealTime with adult programming are displayed on the same smart TV, an advertisement targeting children's products will be delivered to parents. This is just one example of how Addressable TV can intelligently adapt to the needs of each viewer.
Addressable TV campaigns offer numerous benefits, enabling advertisers to optimize their advertising investments. These campaigns are distinguished by three key features:
- Target Segmentation: using various databases, it is possible to segment the target audience based on parameters such as geolocation, demographics, economy and lifestyle. This allows advertisers to reach exactly the desired audience.
- Frequency Cap: Addressable TV offers the ability to set the maximum number of times a commercial can be aired on a smart TV. This helps prevent overexposure of ads to the same viewers, saving on advertising budgets and ensuring greater brand awareness.
- Measurability and Viewing Certainty: With Addressable TV, you can get a clear picture of total views, with detailed data on the types of users reached. In addition, views are counted only if at least 75% of the commercial is seen, ensuring a true count of the result achieved.
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