Addressable TV IRL: Best Practices for CPG Brands

Everything you need to know about making addressable TV work for your next campaign

By Peter Topol

Have you taken advantage of addressable TV for your media plan? I recently teamed up with Tim Rausch, Managing Director at DIRECTV Advertising, at the 2022 Adweek Convergent TV Summit to share real-life case studies that demonstrate successful CPG advertisers using addressable TV. I am excited to share those details but first, let's level set on terms.

What is addressable TV advertising?

When advertising with addressable TV, you have the ability to identify specific TV audiences and serve them relevant advertising (regardless of programming or daypart) through cable, satellite, internet delivery systems and set-top boxes. As an example, a dog family will receive an ad for dog food, while a cat family will receive an ad for kitty litter. This increases efficiency and cuts down on waste for advertisers, as impressions are only delivered to the target audience. Meanwhile, viewers are served ads that are more relevant to them, creating a more engaging experience.

What is linear TV advertising, otherwise known as traditional TV? 

When you advertise on linear TV, ads are delivered simultaneously across the country – whoever tunes in to the specific program, at that specific time, will see it. While CPG advertisers are hoping to reach the right audience, there’s no guarantee that consumers will be tuned in to see the ad.

What insights did we discover? 

Download our guide for the full findings. With thousands of addressable TV campaigns between us, Tim and I found four key takeaways for how CPG brands can increase efficiency and drive success. 

For example, one brand used a strategic purchase-based audience with addressable TV and found that over half of the incremental sales came from new or lapsed category buyers.

Access all of our findings and other best practices to put into action as you plan your next addressable TV campaign.