Addressable TV Over ATSC 3.0: A Dream Come True!

Abstract: In a world where internet advertising has grown steadily and has overtaken TV advertising, this article explores how Addressable TV creates an opportunity to level the playing field. Capitalizing on connectivity, Addressable TV opens up a wide range of possibilities in replicating the success of digital advertising. A direct transfer is not possible, however, and it is important to take into consideration the specificities of broadcast in order to offer the most impact and highest quality of advertising spots to advertisers. This is possible using a “Broadcast” approach as well as collaborative partnerships, creating optimal Addressable TV by taking advantage of the best of both worlds.