Addressable TV combines linear television with digital ad delivery capabilities. Advertising can be delivered selectively on suitable internet-enabled TV sets while viewers continue watching linear television.
This gives businesses access to the TV screen even when traditional television advertising has not previously been a priority in their media planning because of their target audience, region or budget.
Trebbau supports you in planning and implementing your addressable TV campaign.
What is addressable TV?
Addressable TV – or ATV – refers to targeted advertising on internet-enabled television sets within linear TV programming.
Unlike traditional television advertising, the same advertising does not have to be delivered to every viewer of a channel. Depending on the campaign, defined criteria can be used to guide ad delivery.
This combines the reach of television with digital audience targeting capabilities.
How does addressable TV work?
Addressable TV requires a suitable internet-enabled TV set through which linear television programming is received.
Advertising can be delivered in different ways within this television environment.
Advertising after a channel change
When a viewer switches to another channel, a digital advertising creative can be displayed after the channel change.
The viewer continues watching the ongoing television programme. The advertising appears additionally on the screen and can, for example, be integrated into the TV picture as a graphical advertising creative.
Advertising within a linear TV ad break
Addressable TV technology can also be used for targeted advertising delivery within a linear television ad break.
The delivery options available and suitable for a campaign depend on its objectives, advertising materials and the relevant technical and media capabilities.
Which targeting options does addressable TV offer?
A key difference from traditional linear TV advertising is the ability to deliver advertising more selectively.
Depending on the campaign and available inventory, advertising can be targeted by criteria such as:
- Region
- Sociodemographic characteristics
- Interests
- Other available audience characteristics
A campaign therefore does not necessarily have to cover a TV channel’s entire broadcasting area.
Regional targeting, in particular, creates additional opportunities for businesses whose offering is relevant only in specific cities, regions or catchment areas.
Regional advertising on the TV screen
Television advertising has traditionally focused primarily on broad geographical reach. Addressable TV enables more differentiated regional planning.
Businesses with geographically limited catchment areas can, for example, plan TV advertising specifically for selected locations.
This can be relevant for:
- Retailers and businesses with multiple branches
- Regional service providers
- Event organisers
- Education providers
- Real estate businesses
- Businesses with regional sales territories
Whether addressable TV can be used for a specific region and target audience depends on the available reach and buying options.
Which campaigns is addressable TV suitable for?
Addressable TV can be particularly relevant when:
- The TV screen should be part of the media mix
- A specific region should be targeted
- Audiences should be selected more precisely than with traditional linear TV advertising
- A traditional national TV campaign is not required
- Digital and traditional media should be combined
The channel alone is not the deciding factor. Target audience, region, campaign objectives, advertising materials and budget should be considered together.
Addressable TV or connected TV?
Addressable TV and connected TV bring digital advertising opportunities to the television screen. However, their viewing contexts differ significantly.
Addressable TV reaches viewers within linear television programming. Advertising is delivered on suitable internet-enabled TV sets and can be targeted using defined criteria.
Connected TV, by contrast, reaches viewers while streaming – for example, within streaming services or on-demand TV libraries. Video ads are generally used as the advertising format in these environments.
Put simply:
Addressable TV = digital targeting within linear television.
Connected TV = digital advertising within streaming environments.
The approach that best suits a campaign, or whether both should be combined, depends primarily on the target audience, media usage and campaign objectives.
Addressable TV in the media mix
Addressable TV does not have to be planned as a standalone activity.
Regional and audience-focused ad delivery offers particular opportunities for combining it with other media. A defined region can, for example, be targeted simultaneously through print, household advertising, out-of-home advertising or digital channels.
Trebbau therefore considers addressable TV within the context of overall media planning and assesses which additional touchpoints are suitable for the target audience.
Why choose Trebbau for addressable TV?
Trebbau combines addressable TV with experience in media planning, audience targeting and regional advertising.
Our focus therefore goes beyond the technical capabilities alone. What matters is whether addressable TV suits the target audience, region and communication objectives, and what role the channel should play within the overall media mix.
We support the selection of suitable targeting options, campaign planning and buying, and integration with other online and offline activities.
Plan your addressable TV campaign with Trebbau
Would you like to advertise on the TV screen while targeting your campaign more precisely by region or audience?
Together, we assess the opportunities addressable TV offers for your target audience, campaign area and communication objectives.
Speak to or use our contact form.
Frequently asked questions about addressable TV
Addressable TV is targeted advertising on suitable internet-enabled TV sets within linear television programming. Unlike traditional TV advertising, ad delivery can be based on defined audience or regional criteria.
Not for every form of addressable TV. Graphical advertising creatives can be used for ads displayed after a channel change. The advertising materials required depend on the chosen delivery format.
Yes. Regional targeting is one of the key capabilities of addressable TV. The specific regions available for buying and the reach within them need to be assessed for each campaign.
Addressable TV takes place within linear television programming. Connected TV refers to advertising within streaming services and on-demand TV libraries on internet-enabled TV sets and comparable devices.
Yes. Addressable TV can be combined with print, household advertising, out-of-home advertising and other digital channels. For regional campaigns in particular, the individual media can be aligned with the same geographical campaign area.
