Commentary
Deloitte: Addressable Targeting Gets The Hype, But Reach Will Deliver The Value
- by Karlene Lukovitz @KLmarketdaily, December 3, 2021
While they’re hardly the first to note addressable TV’s important potential for helping advertisers optimize reach, Deloitte Global has just published an analysis that drives the point home in no uncertain terms.
Deloitte now estimates that addressable television will generate about $7.5 billion globally next year, or about 40 times …
Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Good report, Karlene. I happen to think that "addressable TV" needs to better position itself, as part of an easily identifiable competitive set---like along with CTV and AVOD---and say so in a new article we have prepared for for our newly retitled ---and greatly revamped---"Total TV Dimensions 2022" report due out in January. Right now, addressable TV is a special case consideration---easily shunted to the sidelines--- while CTV/AVOD are becoming considerations for "regular TV" in media planning and time buying. Also, its far past time for the various addressable TV sellers to standardize their metrics and ad scheduling operations and the closer to "linear TV" the better. Why make it so hard? As for "linear TV's reach, most national brands are never going to attain an 80% weekly reach---or come close to it. Sixty-five percent in four weeks is a more typical reach goal and this is using inflated Nielsen stats that do not discount absentee or totally distracted viewers.