Addressable ads: Delivering a personalised viewing experience

Addressable ads promise greater engagement with viewers and therefore healthier return for advertisers, but what are the barriers to adoption? Ad spending has been severely reduced as a result of coronavirus, indeed global ad spend is set to fall by almost $50 billion – or 8.1% - this year as businesses in all sectors cancel or postpone media buys due to coronavirus, according to the World Advertising Research Center (WARC). But it is also worth noting that eMarketer has estimated that connected ad spending in the US alone could total $10.81 billion by 2021, with 59% of that being traded programmatically. As interest in Sky’s AdSmart continues to grow and US networks and members of Project Oar begin trials of the consortium’s technology, could addressable provide the media industry with a shot in the arm to deflated spending resulting from coronavirus? With viewers becoming increasingly used to personalised and relevant content, this webinar will consider the benefits for brands and broadcasters, which could include a reduction in channel switching and greater engagement. It will also assess the different methods of management, delivery and measurement of addressable ads, looking at the approaches for serving ads to linear and on-demand services. This webinar will also consider the available technology, for example, the importance of media processing at the edge and the role of the cloud. It will also examine the barriers to adoption and how they might be overcome. Finally, the importance of technical standards for TV programmers and platforms to deliver targeted advertising in linear and on-demand formats on smart TVs will be considered. Join IBC365 on Wednesday 30 September at 2pm BST to find out how and why broadcasters are adopting addressable advertising. Speakers: Alan Young, CTO & Head of Strategy, LTN Global Daniel Church, Director of Programmatic, Beachfront Christophe Kind, Director Market Development, Video Advertising, MediaKind