The addressable TV Initiative (ATVI) has entered into partnership agreements with TV manufacturers TP Vision and Vestel. ATVI, a joint venture between RTL Deutschland and ProSiebenSat.1, aims to facilitate the introduction of addressable TV based on open standards such as HbbTV in the European market. TP Vision (Philips) and Vestel represent in aggregate about 30 […]

Go Addressable and the Coalition for Innovative Media Measurement have unveiled the results of a joint industry study on addressable television advertising usage and trends. One of the report’s key findings was this: Leveraging a portion of ad dollars for addressable TV advertising, in addition to linear TV, in the majority of cases, results in […]

ITV has announced the launch of linear addressable advertising across ITV2, ITV3, ITV4 and ITVBe in YouView homes, opening up addressable targeting for advertisers in live broadcast viewing across 1.3 million households. The announcement follows a successful beta trial of the ad-replacement technology over the last 12 months, during which more than 30 million addressable […]

Go Addressable, an industry initiative to advance addressable advertising, and Advertiser Perceptions have released new findings that capture the latest growth, adoption, usage and trajectory for this medium. One noteworthy finding was the marked growth in the industry’s adoption and usage of this medium. Presently, 73 per cent (or nearly three in four marketers) are […]