August 2018 – The State of Addressable TV
TV marketing budgets have had to compete with digital in recent years with digital advertising spend surpassing TV in 2017*. This has been largely due to the ability to target specific audiences on mass and the ability to measure the success of ad investment. TV has begun to regain some of the budgets that have gone to digital by mimicking these advantages in their digital channels, however this is not without significant challenges. In this whitepaper we talk through those challenges and provide insights into addressable TV in Europe.