ADDRESSABLE ADS WITH VIACOMCBS, COMCAST AND ENTERCOM

Amid a challenging economic environment which has seen TV advertising revenue decline and audiences continue to fragment, addressable advertising could provide a welcome boost for broadcasters.

By showing different ads to different households during the same programme, broadcasters can provide targeted messaging and respond to calls from marketers for the ability to deliver personalised messages to consumers.

In this webinar, we will hear from those responsible for sourcing, implementing, managing and maintaining addressable ad platforms to understand the key aspects of operating a successful addressable ad service.

In assessing the technology considerations, the discussion will examine the different approaches for linear, whether broadcast or streamed IP and on-demand via set-top boxes and channel apps and differing levels of available data.

As well as exploring how best to manage customer data such as demographic information, browsing and purchase history to provide segmentation and the level of granularity required by advertisers it will also consider the importance of compliance with data regulations.

It will also look at management of ad inventory, reporting metrics and audience management and analytics systems and the tools required to monitor and monetise inserted ads.