A research group featuring Belgian Pay TV provider Telenet, SBS Belgium (the first broadcaster in Belgium to enable its inventory for addressable advertising on TV) and Vlerick Business School have published a white paper that takes a deep dive on addressable advertising and ‘Combining the benefits of digital advertising with the power of the big screen’.
Taking a special interest in the Belgian market, the white paper:
- Outlines the benefits of addressable TV advertising to all stakeholders including the consumer, brands, media agencies, broadcasters and distributors.
- Overviews how the technology works and the current state of technology development
- Demonstrates how addressable advertising impacts the current TV advertising ecosystem.
- Addresses the multiple challenges associated with bringing addressable TV to market, namely: data, privacy and ethics, measurement, cost, scale, standardisation, and inertia
- Provides solutions focused on the role that data can play in TV advertising.
The paper begins with the rationale for the research and the interest in addressable TV advertising, stating that, “Local media companies, and by extension the entire local media ecosystem, are being pushed aside by international tech giants such as Google and Facebook.” It outlines the need for strong and engaging local content that relies on advertising revenue. The authors believe addressable TV advertising is a way to shift budget back to the local TV ecosystem.
You can find out more about the white paper, and download it, here.