Addressable CTV advertising brings television advertising buying back to what advertisers have always understood: choosing the audience, the content and the environment in which their advertising appears.
With View TV ADX, advertisers can buy addressable advertising across Connected TV based on the channel genre, the genre of the programme, keywords associated with the show title, device type, viewing habits and the audience’s town or city. Where viewers have voluntarily provided location information, targeting can be refined down to ZIP code level.
We believe Addressable Advertising will increasingly outperform traditional programmatic CTV buying. Programmatic promised precision, efficiency and better data, but fragmented data, inconsistent audience signals and overly complicated targeting have often created a gap between the promise and the actual return.
Television has traditionally been a one-to-many advertising medium. Addressable CTV brings the best of traditional TV buying into a more targeted environment, without creating unnecessary gaps in advertising inventory. For broadcasters and content owners, broader addressable targeting opportunities can help deliver higher fill rates, potentially reaching 100% of available advertising spots, while giving advertisers more affordable access to relevant audiences.
The difference is simple: fewer unrealistic performance promises, less wasted targeting, more relevant advertising and a clearer focus on measurable return on investment.
View TV ADX: Addressable CTV Advertising built around the way television should be bought.
