SAN JUAN, Puerto Rico – National television networks are gradually adding addressable advertising capabilities to show different ads to different households during the same shows. When fully implemented, addressable TV will offer audience targeting that’s comparable to digital video platforms.

“We’re at this really interesting inflection point in the world of video where addressable television and these types of opportunities are becoming so much more important,” Lindsey Carner Kroll, vice president and group director at Publicis Groupe’s Digitas North America, said in this interview at the Beet Retreat San Juan.

“Yhey need to be part of cross-channel video plans in order to continue to check off on a really important subsection of the audience,” she said. “When we talk about the context of addressable television, we’re talking about applying addressability and targeting to the big-screen experience.”

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The expansion of addressable TV comes as many viewers hook up their TVs directly to the internet and watch streaming services. The portion of U.S. households that watch streaming grew from 74% in the first quarter of 2021 to 80% during the first three months of this year, according to stock researcher MoffettNathanson.

While many people watch streaming content, there are still millions of homes that have cable or satellite subscriptions. Advertisers can’t afford to neglect them, Carner Kroll said.

“There is still a huge portion of the population who are tuning into television using a paid subscription for cable,” she said. “If we were to move to an all-digital approach to video, we missed out on that huge subsection of the population.”

As a media buyer, Carner Kroll is continually pitched on addressable TV solutions from broadcasters. She sees further convergence of linear TV and streaming as advertisers seek to reach consumers across a variety of video providers and devices.

“We oftentimes refer to it as a ‘living room strategy,’” she said. “It’s not about what platform you’re watching on, because from a consumer standpoint, you know that you’re sitting on your couch in your living room and you’re watching a screen. I foresee a future in which we’re able to push toward that approach.”

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