Addressable TV: the pros and cons of ads made just for you

by Startacus Admin
Considering using Addressable TV as part of your marketing strategy? Here are the advantages and disadvantages of doing just that...
Addressable TV is a form of television advertising that is delivered to a specified audience at a household or individual level rather than broadcast to the whole viewing audience of a certain channel.
With that said, let us discuss both the advantages and disadvantages of addressable TV - ads personalized just for you.
What is Addressable TV?
Addressable TV enables media outlets to target different advertisements to different households who are watching the same TV programme or channel. For example, you and someone else could be watching the same programme at the same time, on a different device, and could receive different advertisements that are personalized for you.
Pros of Addressable TV
- Use Data to Target Consumers Specifically
One of the most significant advantages of addressable television is the ability to use data to precisely target people and eliminate any data wastage as a result - and there is plenty of valuable data available too. It allows media companies to combine their own first-party data with data from third party sources, allowing brands to achieve a very large reach of their target demographic.
Enables you test the market
A vital component of any business is market testing before releasing a product or service. Addressable TV might be an ideal form of marketing/advertising for small or medium scale businesses that are seeking to invest in TV advertisements for the very first time. You won't have to spend a lot of money to target those consumers and demographics that are hard to read out to, if utilizing this method.
Advantage over competitors
A large number of households are considered addressable, making it a massive market to get involved with. Taking advantage of the addressable audience will allow your company to gain an advantage over your competitors.
You could, of course, try out this smart new method without investing too much money. But if you intend to use this method for the long term, you will need to do more than merely experiment with it. But you should always make sure you know exactly what you’re doing before diving into a market you’re unfamiliar with and investing too much.
Cons of Addressable TV
- Privacy
Addressable TV raises privacy concerns as all television media is extensively regulated, and advertisers must make sure that ads targeting audiences and people are compliant with regulations - much like with most other online advertising. The EU's impending e-privacy regulation is likely to have a significant effect on how website cookie data is handled, thereby limiting advertisers' visibility into consumer behaviour.
- Cost
With the significant manufacturing expense of personalising assets and being inventory sold at a premium, specifically targeting individual homes and consumers can be a costly proposition. Businesses and media companies which go through with this form of advertising face a risk of not being able to reap the benefits of boosting customer sentiment by ensuring all viewers see the same advertisement.
And there you have it - the most important pros and cons of using addressable TV advertising for your next targeted marketing campaign.
Subscribe to our newsletter
If you would like to receive our startup themed newsletter, full of the latest startup opportunities, events, news, stories, tips and advice, then sign up here.
Tech Nation calls for tangible support to secure capital, talent, growth and exits needed to accelerate the growth of UK tech in decade ahead.

Glasgow-based This is Milk seeks investment for Neve Learning, its cloud-based Ed-Tech platform that has inclusivity and accessibility at its core.

With the UK facing a clear digital skills gap, Amy Caton, Digital Talent and Impact Senior Manager at BT Group shares some insights on what businesses should do to close that divide.

The lowdown on Berlin-based Beazy and its innovative solution that helps teams to plan, produce and deliver creative content and helps businesses to connect with talented content creators.

The lowdown on Fluffy, the app offering dog training, 24/7 vet messaging and insurance to give pet owners peace of mind and support them with their pet care responsibilities.

Huckletree's new Web3 HQ aims to put London’s West End at the forefront of Britain’s tech superpower ambitions.

Leading sports marketing platform, OpenSponsorship announces move into music sector, the first new vertical industry for the trans-Atlantic martech business.

Kingussie High School scoops first place for Junior and Senior categories at this year’s Growing Future Assets Competition.

The lowdown on Manchester-based Arctic Shores and its innovative recruitment solution to help candidate potential count as much as skills and experience.

With the demand for tattoo removal now greater than ever, specialist NAAMA Studios makes a bid for a further £11m in funding.
Published on: 7th January 2022
If you would like to enable commenting via your Startacus account, please enable Disqus functionality in your Account Settings.







- Tech Nation report reveals UK Tech could quadruple in value by 2032 with right conditions 23rd Mar 2023 Tech Nation calls for tangible support to secure capital, talent, growth and exits needed to accelerate the growth of UK tech in decade ahead.
- Neurodiverse learning and training platform Neve shares major six-figure investment opportunity 22nd Mar 2023 Glasgow-based This is Milk seeks investment for Neve Learning, its cloud-based Ed-Tech platform that has inclusivity and accessibility at its core.
- Huckletree opens new London hub for tech companies pioneering Web3 solutions 16th Mar 2023 Huckletree's new Web3 HQ aims to put London’s West End at the forefront of Britain’s tech superpower ambitions.
- OpenSponsorship making its move into the music sector 16th Mar 2023 Leading sports marketing platform, OpenSponsorship announces move into music sector, the first new vertical industry for the trans-Atlantic martech business.