Addressable TV To Fight Facebook & Google
Roy Morgan expects ‘addressable TV’ to significantly shake up Australia’s advertising market, and increase the TV industry’s power against Facebook and Google.
With online advertising eclipsing local TV expenditure, Roy Morgan claims addressable TV will enable broadcasters to “fight back” and compete with digital giants.
Latest research reveals over 90% of Australians watch TV of some kind in an average week.
Over 18.5 million Aussies (aged 14+) reportedly watch TV free-to-air or Pay TV/SVOD in an average week.
The figure includes around 16.5 million who watch commercial TV on a normal weekday.
Addressable TV is set to “bridge the gap” between the traditional TV advertising model and personalised digital marketing, by broadcasting content to targeted viewers than the mass consumer.
Roy Morgan CEO, Michele Levine, affirms addressable TV provides commercial TV a chance to “level the playing field” and flip advertising perceptions currently held by most Australians.
“The advent of addressable TV now gives Australia’s commercial TV channels the chance to defend and grow their advertising revenue streams with personalised advertising that consumers will find increasingly relevant to their own situation,” Levine asserts.