Advanced Television

addressable advertising

Research: Addressable TV ads continue to grow

Go Addressable, a non-profit trade organisation dedicated to and advancing the growth of addressable TV advertising, has released research findings in conjunction with Advertiser Perceptions that captures the growth, usage, and adoption of this medium. This latest report is part of a series that has tracked the growth of addressable TV advertising over the last […]

November 21, 2024

HbbTV Association appoints Service List Registry

The HbbTV Association has appointed the Service List Registry to run the registry platform enabling HbbTV Application Discovery over Broadband. The multi-year agreement follows a competitive tender process for a supplier to establish,  provide, and operate the root domain service to enable online discovery of HbbTV applications. It will enable unique identifiers carried in media […]

November 14, 2024Colin Mann @ HbbTV Symposium

ARF explores role of attention in creative testing

The Advertising Research Foundation (ARF) has released findings from the second phase of its Attention Measurement Validation Initiative. The report, presented at the ATTENTION 2024 event this week in New York, compares the findings of 12 attention measurement companies. Phase Two delves into the role of attention in creative testing, striving to offer a more […]

May 17, 2024

Addressable TV Initiative forms TP Vision, Vestel partnerships

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 […]

March 18, 2024

Study: Addressable TV ads play key role in media mix

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 […]

March 1, 2024

ITV rolls out linear addressable advertising

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 […]

October 11, 2023

Research: 73% of advertisers using addressable ads

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 […]

August 2, 2023