Skip to main content

The Many Forms of Addressable Advertising

National TV networks and local broadcasters are increasing their use of addressable advertising technology, and are also expanding their plans for addressable advertising on their Internet portals, according to In-Stat.

With the explosion of video, especially broadcast TV programming, flooding onto the Internet, national networks and local broadcasters have an incredible opportunity to become key distributors of addressable advertising that extends beyond traditional TV screens.

Addressable advertising refers to any form of advertising that is placed under the control of the advertiser. However, I believe that this term can be expanded to include ads that are known to be relevant to the consumer's interests and lifestyle. Meaning, this technology can aid segmentation and personalization efforts that improve advertising relevance.

"We see the worldwide market for addressable advertising infrastructure equipment, software and services showing very strong, sustained growth in each geographic region for at least the next several years," says Gerry Kaufhold, In-Stat analyst.

In-Stat research found the following:

- The worldwide market value of addressable advertising will exceed $680 million during 2011.

- When a viewer is watching a TV program on the Internet, the play out system can automatically insert very short 5 or 8 second addressable ads.

- Competition from cable TV, telco TV, and Internet TV is heating up, but traditional broadcasters can still hold onto their lead in advertising.

Popular posts from this blog

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -

Rise of AI-Enabled Smart Traffic Management

The demand for smart traffic management systems has grown due to rising urban populations and increasing vehicle ownership. With more people and cars concentrated in cities, problems like traffic congestion, air pollution, and greenhouse gas emissions are pressing issues. Since the early 2000s, government leaders have been exploring ways to leverage advances in IoT connectivity, sensors, artificial intelligence (AI), and data analytics to address these transportation challenges. The concept of a Smart City emerged in the 2010s, with smart mobility and intelligent traffic management as key components.  Smart Traffic Management Market Development Concerns about continued climate change, as well as cost savings from improved traffic flow, have further motivated local government investment in these advanced systems. According to the latest worldwide market study by Juniper Research, they found that by 2028, smart traffic management investment will be up by 75 percent from a 2023 figure of

How Generative AI Will Reshape the Economy

The Global Networked Economy -- a term synonymous with the interconnectedness of businesses, individuals, and governments worldwide -- has undergone a remarkable transformation in 2023. Fueled by the rapid growth of digital technologies and the global internet, this phenomenon has given rise to a worldwide marketplace that has already revolutionized the way we live, work, and play. The impact of Generative Artificial Intelligence (GenAI) in 2024 will be equally disruptive to many traditional business leaders. GenAI will also create huge opportunities for the fearless pioneers. Global Networked Economy Market Development The Global Networked Economy's evolution traces back to the advent of the Public Internet. The introduction of eCommerce, social media, and cloud computing has been instrumental in reshaping how businesses operate and engage with their customers. This interconnected ecosystem empowers savvy leaders to access new markets, trim operational costs, enhance commercial e