Major Television Distributors Spearhead ‘Go Addressable’ Initiative to Advance Addressable TV Advertising Across the Indu...
June 22 2021 - 7:30AM
Business Wire
Altice USA, Charter Communications, Comcast,
Cox Media, DIRECTV, DISH Media, Frontier Communications and VIZIO
to Participate in Initiative
Today, several of the top U.S. television distributors and
leading TV brands announce the formation of Go Addressable, an
industry initiative designed to accelerate efforts to deliver
scaled, addressable TV capabilities that make it even easier for
advertisers to incorporate addressable TV into their advertising
campaigns.
Go Addressable participants will help to achieve this through
efforts around industry education, advocacy and enablement. Its
mission is to address challenges facing the addressable TV
ecosystem and then recommend actionable solutions, all while
remaining committed to protecting personal information.
“It’s great to see distributors rallying around the promise of
scalable, addressable linear TV solutions and we’re hopeful that Go
Addressable spurs a broader industry effort to unify, simplify and
enable activation of all impression-based video,” said Adam Gerber,
Chief Global Investment Officer at Essence, a GroupM agency.
“As commercial loads decrease, viewing continues to shift, and
the definition of video evolves, addressable solutions which
deliver creative versioning, multi-advertiser insertion and
campaign level reach/frequency optimization are critical to
maintaining value and scale,” he added. “This requires everyone to
recognize that point solutions for ‘parts’ of the video marketplace
aren’t enough. Ultimately, we need common measurement, planning
tools, buying platforms and validation capabilities that unify all
forms of impression-based video across traditional, unit based
linear, addressable linear, and all forms of streaming video.”
Distributors supporting Go Addressable include Altice USA’s a4
Advertising, Charter’s Spectrum Reach®, Comcast, Cox Media,
DIRECTV, DISH Media and Frontier Communications, as well as smart
TV brand VIZIO. The objectives of the initiative are focused on
three main pillars:
- Key Industry Challenges: Go Addressable seeks to
increase access to addressable inventory and reduce fragmentation
in addressable TV advertising by identifying best practices,
including around common terminology, technical standards and
enhanced measurement solutions, using aggregated data and with a
commitment to protecting personal information. The overarching goal
is to simplify the process of buying and selling addressable TV
campaigns, reduce inefficiencies and drive value for advertisers.
Tellingly, a recent survey by Forrester Consulting, commissioned by
DISH Media and other addressable leaders of over 500 brand and
agency respondents, found that every respondent reported
experiencing at least one challenge in pursuing addressable TV
strategies.
- Addressable Advocacy and Education: Addressable TV is
one of the fastest growing parts of the TV industry and is a
rapidly evolving opportunity. Go Addressable understands the need
to inform clients and providers of addressable TV advertising with
insights, use cases and updates on a regular basis. The website,
http://www.goaddressable.com/, is
being developed as a living repository of addressable TV
advertising knowledge for the industry, featuring the shared
learnings and insights by – and for – those innovating in the
addressable TV space. An industry guide is currently available on
the site, and the group will be rolling out additional educational
materials, webinars and industry working groups in the coming
months.
- National Addressable Scale: Simplifying enablement of
addressability in the linear environment is a key part of helping
addressable TV sellers, including national programmers, implement
addressable TV campaigns for advertisers. This includes, but is not
limited to, the ability to execute addressable campaigns across
multiple distributors in a more streamlined manner.
“Addressable capabilities open up tremendous new opportunities
for advertisers by marrying the reach of TV with the precision of
audience targeting,” said Mike Dean, Senior Vice President,
Advanced Advertising, ViacomCBS. “ViacomCBS is delivering national
addressable campaigns with many distribution partners, but the
growth of addressable requires standards, scale and industry
participation. The Go Addressable initiative is an important step
toward achieving unified marketplace solutions that work across the
TV ecosystem to drive meaningful expansion and accelerate
adoption.”
“Go Addressable, which has brought multiple distributors
together, is an exciting introduction and advancement for the TV
ecosystem,” said Sean Cunningham, President and CEO, Video
Advertising Bureau (VAB). “The appetite and outlook for addressable
TV advertising is strong, and industry forces such as Go
Addressable are instrumental in resolving existing challenges and
helping to pave the way forward for the industry, which is
currently at an inflection point – with audience-based buying
growing dramatically.”
About Go Addressable
Go Addressable is an industry-inclusive initiative led by TV
distribution companies to help maximize the scale, impact and value
of TV as a marketing platform. The group’s mission is to further
accelerate the advancement of addressable TV advertising in a way
that is trusted, scalable, and effective for both advertisers and
programmers looking to make their inventory addressable. Go
Addressable will achieve this through advocacy and education within
the industry; problem-solving and action around industry
challenges; and by working to facilitate the use of addressable
advertising campaigns for buyers and sellers of TV inventory. For
more information on how to participate, please visit
www.goaddressable.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20210622005422/en/
Media: Elaine Wong Comcast Advertising 929-388-9098
elaine_wong@comcast.com
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