釋放可尋址電視的潛力（英）

Unlocking

thepotential

ofaddressable

TVCurrent

bestpractices

intheaddressableTVmarket

and

theemerging

technologies

that

willshape

itsfutureForewordUnlockingthe

potentialofaddressable

TVHow

should

mediabuyers

thinkabout

addressableTV?The

addressableTV

sector

is

one

of

the

most

excitinganddynamic

areasof

developmentwithin

the

advertisingmarket.

Spanninga

rangeof

existing

and

emergingplatforms

andtechnologies,addressableTV

offers

mediabuyers

a

dizzying

array

of

opportunities

to

target

and

reachkey

consumer

groupswith

sophisticatedcreative

material...1.

Foreword2.

Methodology3.

Objectives6.

What

isaddressableTV?7.

Howbrandsare

usingaddressableTV8.

The

growth

instreaming9.

Addressable

TV

is

acore

part

of

the

mediamix10.

AddressableTV

means

targeting11.

AddressableTV

supports

incrementality12.

AddressableTV

helpsadvertisers

understandconsumer

journeys4.

Key

FindingsBut

any

newand

high-growthadvertisingmedium

will

facechallenges,which

companiesacross

the

industry

willneedto

work

togetherto

solve.

This

report

aims

to

identifyandprovidesupport

for

the

addressableTV

sector

in

dealingwith

those

challenges,provide

insightinto

the

existing

andemerging

use

cases

for

addressableTV,

and

advise

onbest

practices

across

the

sector.13.

The

stages

of

addressableTV

maturityWe

hopethat

this

paperis

usefulfor

brandsandagenciesof

all

sizes

around

the

world.

Our

intent

is

to

helpillustratehowyour

peersare

using

addressableTV

to

supportbusinessobjectives,and

howthey

are

dealingwith

someof

the

challengesthat

any

emergingtechnologypresents.We

also

hopethis

document

willhelp

addressableTVservice

providersunderstandwhatdifferentbrandswantfrom

addressableTV,

and

willsupport

the

developmentofsolutionsthat

drive

greatertraction

and

use

of

the

mediumover

the

coming

years.Best

practicesfor

using&

deployingaddressable

TV.15.

Optimising

addressableTV16.

Why

shouldTV

providersoffer

addressableTV17.

AddressableTV

is

apowerful

tool,

but

there

arepractical

considerations18.

The

industry

alsoneedseducationaboutaddressableTV19.

Changinghowmarketers

perceiveaddressableTV

will

bekey20.

AddressableTV

is

seenascost-effective,

butonly

byexistingusers21.

Creativeandtime

costs

areissuesfor

many22.

Effectiveness

or

attribution?23.

Shoppable

andembedded

QR

code-based

ads24.

Newformats

shouldbematched

to

usecases25.

Universal

measurement

andeffectivenesscriteria26.

Widespread

useof

standardised

data

matchingandcleanrooms

will

driveopportunities27.

Privacy

anddata

securityThe

future

of

addressableTV.31.

Rapid

changes

inmediabuyer

budgets

supportgrowth

inaddressableTV32.

Addressablecreativesandcreativeoptimisationopenupimprovedeffectivenessopportunities33.

Newscreens

andplatforms

areopeningupnewopportunities34.

Generative

AI

will

helppushthe

boundariesofcreativeoptimisation35.

Improvements

in

traceabilityandcross-platformdata-matching

will

helpunlockomnichannel35.

Addressableasthe

future

of

TV-

TheAmpere

Analysis

Team28.

Consumers

are

much

happierwith

the

useof“soft”

personal

data29.

Regional

variationinregulationandprivacyarealsoconsiderations1MethodologyA

selectionofcompanies

of

differentscaleswere

interviewedLargecompanies,36%Smallercompanies,

27%To

ensure

diversityof

viewsandfull

coverage

ofThisreport

drawsonan

extensiveset

of

B2Binterviewsconductedwith

brands,

agencies

and

streamers

around

the

world,on

detailedbottom-up

market

sizing

and

forecasting,

and

onB2Cinterviewswith8,000

consumers

inmature

addressable

TVmarkets.perspectivesfrom

advertisersof

different

size

andfocus,companiesfrom

awide

rangeof

scaleswereinterviewed.These

ranged

from

smallerbusinesseswith

just

afewhundred

employees,to

majormultinationalswithThe

methodology

usedto

underpinthisreport’s

findings

was

designedto

captureaholisticview

of

the

addressableTVmarket

byconsideringboth

businessandconsumer

perspectives.

The

studyinvolved

B2Binterviews

with

100of

2,000

consumers

ineachof

fourcountries:

the

USA,

UK,AustraliaandGermany.

Brand-level

prompts

wereused,

andthe

study

leanedonAmpere’sexperiencein

runninglarge-scalequantitative

consumer

studies.

Toensure

representative

outputs,

thesampleemployedhard

quotas

for

ageandgender,

andsoft

quotas

for

income.Interviewlength

was

10-12minutes.tens

of

thousands

ofemployees.Medium-sizecompanies,36%companiesacross

North

America,EuropeandAPAC,

andB2Cinterviewswith

anationally

representative

sampleof

8,000

consumers

across

the

USA,

UK,AustraliaandGermany.

Market

modelingtechniques

wereusedto

estimate

thesize

andtrajectory

of

the

addressableTVmarket

at

acountry

level.Market

modelingtechniques

wereemployedto

estimate

the

sizeandtrajectory

of

the

addressableTV

market.These

modelsrelyoninsightsfrom

theB2BandB2Cinterviews,

as

well

asrelevantdata

onmarket

trends

fromcompany

reports,

andhigh-leveladvertisingdynamicsfrom

agencysources,

including

GroupM.

Forecastsare

basedonAmpere’sown

models

andassumptions.NorthAmerica,16%B2B

interviewsspannedmultiplecountriesand

regionsThe

100B2Binterviews

targeted

adiverserange

of

brands,

agenciesandstreamers

across

15countries.

Countrycoverage

included

more

matureaddressablemarkets

suchasthe

USA,UK,Germany

andAustralia,as

well

ashigh-growth

markets

likeIndia,The

addressableTV

market

isat

different

stages

ofdevelopmentindifferentregions

around

theworld.Ensuringinterviewees

weresufficiently

diverseingeography

was

thereforecrucialfor

driving

findings

andrecommendations

relevanttomarketers

aroundthe

world,

inareas

at

different

levels

ofmaturity.APAC,

54%Indonesia,

andthe

Philippines.

Asemi-structured

approachwas

employedtoensure

flexibility

while

maintainingconsistency

ininsightcollection.Interviewswere

conducted

in

Englishorlocal

language.Ampere

hasaimedto

ensure

thisreportis

independentinnature

andreflectsAmpere’s

own

views

onthe

developmentof

the

addressableTV

market.Europe,

30%B2Cinterviews

involved

surveying

anationally

representative

Internet

sample24.ObjectivesIdentify

solutionsand

best

practicesfor

media

buyers

and

addressableTV

service

providers

when

dealingwith

the

challenges

encountered

intheaddressable

TV

sector.1.Understand

the

current

maturityandscaleof

the

addressableTV

marketindifferent

regions

around

the

world

–and

the

contribution

of

addressable

TVto

the

current

media

mix.5.Exploresome

of

the

emergingopportunities,screensandtechnologiesthat

will

shapethe

addressable

TV

space

ofthe

future.2.Identify

the

key

use

cases

foraddressable

TV

and

objectivesfor

campaigns

across

marketersof

different

sizes,

scales,geographies

and

sectors.6.Provideclear

recommendationsto

agencies,advertisersandaddressable

TV

serviceproviders

about

the

current

andfuture

use

of

addressable

TV.3.Characterise

some

ofthe

mainchallengesthat

advertisersarecurrentlyfacingwhen

usingaddressable

TV

–and

howtheyvaryaround

the

world.3Key

findingsEducation

is

important

for

countering

commonmisconceptions.Work

needsto

bedoneto

ensure

everyoneis

awareof

thepotential

of

addressableTV.

Eventhe

term

“addressableTV”

is

not

universally

understood.

Many

marketers

inoursurveywere

unawareof

some

of

itsbasiccapabilities,

suchasgeotargeting.

Andeven

in

many

developed

markets,some

brands

werestillofthe

view

that

addressableTV’sreach

was

too

lowto

beofuse

for

brand

campaigns

–despitethe

technology

having

comparable

monthlyaudiencereach

to

broadcast

TV.

Educatingindustrystakeholders

must

beakey

objectivefor

the

addressableTV

sector

ifbudgets

from

these

groups

are

to

beattracted.Addressable

TVnowrepresents

asignificant

portion

of

videoadvertisingspend

–an

average

of

one-sixthof

TV

and

video

budgets

is

nowspent

with

addressableTV

services

worldwide.

Andthe

sector

isgrowingfaster

than

the

wideradvertising

market.

Yet

there

isstill

worktobe

done.

Misconceptions

about

the

capabilities

of

addressable

TV

areplentiful.

Manyof

the

most

excitingcapabilitiesof

the

technology

areunderusedby

marketers,

the

sector

isfragmented

across

numerousservices,

and

measurement

solutions

are

still

aworkinprogress.

Thereare

clear

opportunities

emerging

from

addressable

TVfor

marketers

andadvertisers

alike,

butunlockingthese

opportunitiesshouldnow

bethe

focus

of

the

industry.CPMs

are

not

the

only

costs

that

platforms

andagency

partners

should

be

thinking

of.Theoretically,addressableTV

–through

selling

specificaudiencesegments

–removes

barriers

to

entry

for

smallerbrands.

Butsmallermarketers

are

stilllesslikelyto

beusingaddressableTV.

Smallor

medium-sizedcompaniesareoften

sensitiveto

thetime

costs

of

planning

andexecutingaddressableTV

campaigns.

Andthe

costs

of

generatingandadaptingcreativesfor

targeting

different

user

groupsare

alsoaconcern

for

suchmarketers.

Forserviceprovidersandagencies,

offering

solutionsto

simplify

andreduce

non-inventory

overheadswill

beimportant

tosecuringgreater

buy-infrom

smalleradvertisers.Addressable

TV

is

now

a

$56bnindustry.Once

marketersstart

to

useaddressableTV,

they

perceive

it

asmore

cost-effective.The

addressableTV

market

is

alarge

andrapidly-growing

area

of

mediaspend.Marketers

aroundthe

world

are

spendingroughly

asixthof

their

video

advertisingbudgets

onaddressableTV.

In

maturecountries

suchas

theUS,anaverage

ofonein

fivevideo

addollarsis

spent

withaddressableTV

platforms.“AddressableTV

is

expensive”

isaphrasetypically

heard

from

marketers

not

usingaddressableTV.

CPMs

are

seenasmuchlessintimidatingbythose

groups

that

havealreadytaken

the

leap,andfor

whomcampaigns

are

delivering

meaningful

ROI.For

these

marketers,

addressableTV

iscomparable

incost-effectiveness

to

otherformats,

despiteitsheadline

pricepoints.Addressable

TV

widens

the

advertising

pool,

butthis

carries

additional

data-matching

requirements.Akey

advantage

to

offering

addressableTV

is

that

itattracts

marketers

with

both

brand-advertising

andperformance-marketing

mindsets,

growingthe

poolofpotential

advertisers

andthe

market

opportunity

for

serviceproviders.

Butthis

cuts

both

ways,

as

performancemarketing-centric

buyersalsoexpectperformancemarketing-style

data.

In

APAC

inparticular,

manyaddressableTV

buyershaveagrounding

insearch

andsocialmedia–leading

to

demandfor

more,

andbetter,data.

While

universal

measurement

solutionsare

still

beingworkedon,

addressableTV

platforms

needto

ensure

theyhavestepped

uptheir

game

arounddata

matching

anddatapartnership

solutions,offering

mediabuyerstoolsto

morefinelytarget

audiences,andtrace

the

effect

of

campaignsonbehaviour.Incremental

reachis

a

key

use-casefor

addressableT

V.Many

marketers

seeaddressableTV

asthekey

to

delivering

TV-quality

creativestodemographic

groups

who

are

hardto

reachvia

traditional

broadcast

TV.

Indeed,addressableTV

platforms

offer

significantlygreater

reach

among

younger

audiences.Somemarketers

focused

onthese

groupsspendwith

addressableTV

servicesfirst,before

lookingto

other

mediasuchasbroadcast

TV.Dynamic

–

or

addressable–

creativespermit

rapid

message

customisationto

targeted

audiences.One

of

the

emerging

usecasesforaddressableTV

relates

to

creativeoptimisation.

Different

creativeversionscanbedelivered

to

different

audiencesegments,

allowing

for

evaluation

of

thecreativeimpact,

or

tailoringof

messages

tosuitdemography,

geography

orotherviewer

characteristics.42.

How

should

mediabuyers

think

aboutaddressable

TV?Bothbrandand

performancemarketersareusing

addressableTV,

which

alreadyrepresentsone-sixth

ofvideo

advertisingspend

worldwide.

Reaching

incrementalaudiences,

targetingspecific

consumergroups

andoptimising

spend

are

someofthe

coreusecasesforaddressableT

V.What

is

addressable

TV?Addressable

TVhas

different

meanings

to

different

industrystakeholders,

but

broadly

encapsulates

an

arrayoftechnologiesand

servicesthat

allow

targeteddeliveryofadvertisingto

TVviewers.Inthisreport,

addressableTVencompassesan

arrayofplatforms

and

technologies

whichallowsadvertiserstobuy

TVinventory

inatargeted

manner.Acommon

refrain

from

many

industry

stakeholders

interviewed

aspart

of

thisresearch

project

was

that

addressableTV

as

aconcept

is

poorlyunderstood

bymany

inthe

value

chain,

eveninmore

mature

markets.Thisreport

aimsto

assistinresolvingthisissueandprovideastandardiseddefinitioncoveringthe

myriadof

different

technologiesandusecases

that

areapplied

across

the

industry.

Put

simply,

we’redefiningaddressableTV

asanyTV

service

capable

of

simultaneouslyserving

differentcommercials

todistinctsub-groups

within

itsaudience

base.Video

ondemandLinearAVoD

/FASTBVoDHybrid

SVoDTV

services

withthese

capabilities

include:?

Advertising-supported

VideoonDemand(AVoD)andFAST

servicessuchasPluto,

Tubi,

Viu,

andVoot?

ConnectedTV-based

streaming

platforms

suchas

SamsungTV+

andRoku?

Broadcaster-led

streaming

services(BVoD)suchasAustralia’s9Nowand7Plus?

Hybrid

subscription/ad-funded

products

suchas

Hulu,

Disney+

Hotstar,Zee5,

andNetflix'sad-supported

plansMobile/tabletPC/laptopSmart

TVConsoleStreaming

stickSet

top

box?

YouTube–which

sitsat

the

edge

of

the

definitionof

“TV”

interms

ofcontent,

but

increasinglydelivers

awide

array

of

professional

andlong-formvideo?

LinearaddressableTV

products

offered

byasmallselectionof

payTVoperators,

largelyinmature

TV

markets,

allowing

advertisers

to

reach

sub-groups

oflinear

broadcast

audiencesthrough

adinsertion

orsubstitutionmechanismsOf

course,

while

aplatform

iscapableof

addressingdistinct

audiencesub-groups,

thisdoesn't

necessarilymean

that

advertisers

always

want

to

buyinatargeted

fashion.

Forsimplicity,

anyspendmetrics

referenced

throughout

thisreport

encapsulate

total

advertisingexpenditurethrough

addressableTVplatforms,

including

spendwhich

may

havebeenplacedinanuntargetedmanner.6How

brands

are

using

addressable

TVCreative

optimisationIncremental

reachCreativeoptimisation

is

akey

opportunity

offered

byaddressable

TV.

TheCost

savingsBuyersare

usingaddressable

TV

to

engage

segmentsof

the

population

that

are

difficult

toreach

bysimply

spending

more

onother

media.

Thisincrementalreach,

particularlykey

amongyounger

individuals,

isaprimarydriverfor

incorporating

addressableTVinto

the

media

mix.flexibilityof

addressable

TVandthe

ability

itoffers

to

serve

differentads

to

different

audiences

alsomeans

effectivenesstestingcanbe

carriedout

in

nearBrands

are

also

using

addressable

TVto

drive

cost

savings.

A

number

ofexperienced

users

report

the

mediumis

up

to

50%

more

cost

effectiveatdriving

campaignobjectivesthantraditionaladvertisingformats.real-time.Audience

targetingHolistic

viewer

journeyBoth

performance

and

brandmarketers,

and

advertisers

spanningthe

spectrum

of

niche

B2Bthrough

tomainstream

B2C,

are

usingaddressable

TV’s

targetingcapabilitiesto

reach

desiredaudienceswithcompellingmessaging.Mappingthe

viewer’sjourney

from

contact

to

purchaseis

becomingincreasinglyrealistic.More

advanced

addressable

TVmarketers

are

using

clean

rooms

tomatch

first-

and

third-party

data

toallowaccurate

analysisof

viewerfollow-through.7The

growthin

streamingMonthlyreach

ofaddressable

TV

(%

ofinternetusers)GermanyAustraliaUS86%Growingviewershipand

the

associated

volume

of

advertisinginventory

has

made

addressablestreamingplatformsan

essentialcomponent

of

video

advertisingcampaignsfor

many

B2BandB2Cbrands.Thanks

to

acombinationofheavy

useof

streamingservicesandthe

rolloutofaddressablelinear

TVsolutions,

thevast

majorityof

individuals

indevelopedmarketscan

now

be90%92%AddressableTV

is

not

asolutionAndthe

streaming

market

hasbecomeincreasinglyrelevantto

theadvertisingindustry.

Asthe

post-pandemicsubscriptionVoD(SVoD)market

beginsto

slowplayerslikeNetflix

andDisney,who

were

previously

resistant

toreached

throughaddressable

platforms.delivered

solely

through

live

andon-demand

streaming

TV

services,butstreaming

products

are

nonethelessacrucialelement

of

the

addressablemarket.

Thisis

intrinsically

linkedto

theprominence

of

streamed

video,

which

isnowapervasiveandintegral

componentof

the

typical

consumer’s

viewing

day.UK95%advertising,

are

shifting

towardsBase:

8,000

internet

users

18-64,

nationally

representative

for

age

and

gender.optimisingrevenuegeneration.

Theirad-supported

models,

while

stillnascent,are

beginningto

openup

newtranchesof

inventoryandaccess

to

consumergroups

that

havebeenchallenging

toreach

inprior

years.Measure:

%

of

internet

users

18-64

who

can

be

reachedby

addressable

TV

in

a

given

month.Addressable

includes

those

who

watched

linear

via

a

pay

TV

service

and

those

who

streamedcontent

via

an

ad-supported

AVoD,

BVoD

or

SVoD

service

in

the

previous

month.The

averageglobal

internet

user

nowbelieves

they

spendasmuch

astwohours

watching

streaming

video

eachday–across

subscription

streamingproducts,

socialvideo

andfree

ad-supported

services.Anditis

worthnotingthat

despiteviewership

shifting

towardsstreamedmedia,

linear

addressableTV

hasalsoexperiencedgrowth.

Althoughinterviewsindicatedthat

linear

addressableTV

hasonly

gainedserioustraction

inahandfulof

key

markets,

including

the

US,

UKandCanada,itoffers

optionsforbroadcasters

wanting

to

make

better

useof

their

inventoryandthus

acts

asasolutionto

support

the

stabilisationofrevenuestreams

impacted

bythe

widerdrift

of

viewers

to

onlinemedia.03:30Dailystreamingviewingtime

(hh:mm)2020

to

202303:00Even

in

many

developing

markets,wherefiveyearsago

internet02:30infrastructure

would

havestruggled

todeliver

significant

volumesof

video,bandwidths

haveimprovedanddatacapshave

openedup,

supporting

farheavier

viewing.Streaming

consumption

has02:00soared

overthe

lastdecade,

andmany

consumers

nowtreatstreaming

servicesas

theirprimary

viewing

platform.

Inmany

markets,theaverageinternetuser

believes

thatthey

spend

over

two

hours

perday

watching

streamed

TV,across

both

paidandad-01:3001:0000:3000:00supported

streaming

products.Q12020Q12023Base:

24,000

internet

users

18-64,

nationally

representative

for

age

and

gender.Measure:

%

growth

between

Q12020

-

Q12023

of

time

spent

watching

streamed

TV.8Otherstreamedvideo,

41%Addressable

TV

is

now

a

core

part

of

themedia

mixGlobal

audiovisualadvertisingrevenue

bysector

(%)Addressable

TV,17%GlobaladrevenueAddressableTV

plays

an

increasinglyimportant

rolein

themarketingmix

–

both

for

performanceand

brand

marketers.Marketersseekingto

keep

abreastof

viewing

changesand

wantingto

meaningfullyinteractwith

theirtargetaudiencemust

consideraddressableTV

when

planning

campaigns.generated

byvideo

formatsexceeded$330bnin

2022.Asixth

of

video

ad

spendwas

with

addressable

TVplatforms.Changingviewing

habitsare

alreadybeingreflected

inadvertisingUK.Despitethis

scale,many

marketersfeel

that

they

are

still

testing

the

waterwith

respect

to

addressableTV

andthataround

the

world,

addressableTV'soptimal

share

of

budget

is

stillbeingdetermined.Traditionallinear

TV,42%purchasingpatterns.

Of

brands

andagenciesinterviewed

aspart

ofthisproject,

the

majority

–across

small

andlarge,

B2BandB2C,performance

andbrand

marketers

–indicatedthataddressableTV

was

alreadypart

oftheir

mediamixandthat

they

werespendingbetween10%-30%

of

theirbudgets

with

the

platform.

Thiscommitment

to

spendingtallieswith

theoverall

scaleof

theindustry.

In

2022addressableTV

advertisingaccountedfor

approximately17%

of

all

globalaudiovisual

adrevenueandnearly7%of

total

worldwide

adrevenue.The

notionof

experimentation

withbudgets

is

partly

aconsequence

ofaddressableTV’suniquepositionintheadvertisingworld.

AddressableTVoffers

targeting

capabilities

more

oftenfound

inthe

performance-marketingworld,

coupledwith

the

storytellingopportunities

andpremium

inventoryrelishedbybrand

marketers.Addressable

TV

advertisingrevenue

by

region($bn)21%AddressableTV

revenuereached

$56bn

globallyin2022,

with

North

America

beingthe

most

mature

market.

Onaverage,

marketersinthe

USand

Canada

are

spending

overone-fifthof

theirvideo14%12%11%For

mediabuyersfrom

both

of

thesebackgrounds,

howaddressableTVshouldbeusedoptimally–andthushowmuch

of

their

budget

which

shouldbedevotedto

it–remains

anopenquestion.AddressableTV

spendis

spread

acrossawide

array

of

platforms

andservices,some

local

andsome

global.

YouTubeis

asignificant

driverof

scalein

theaddressableTV

market,

both

interms

ofaudiencereach

andmarketer

spend.Worldwide,

YouTubeaccounts

forroughly

halfof

addressableTV

activity.But

local

platforms

are

alsokeycontributors.

Adiversemixof

spendisapparent

inmany

developed

anddeveloping

markets

–territories

suchasIndiahavestrong

domestic

addressableplayers,asdomature

markets

liketheadvertising

budgets

withaddressable

TV.$35Bn$10Bn$10Bn$1BnNorthAmericaEuropeAPACRestofworldI

know

themost

that

I

shouldspendon

Google

and

the

most

thatI

shouldspendon

Facebookor

Instagram.I

don’t

yet

know

themost

that

I

shouldspendon

addressableTV.

I’m

open

tospendingmore

until

I

hit

that

point.TotalVideoshareBase:

Ampere

Analysis

models

and

calculations,

GroupM.Measure:

Global

addressable

advertising

revenue

byregion

and

audiovisual

advertising

revenue.

IncludesAVoD,

BVoD,

CTV,

YouTube,

hybrid

and

linearaddressable

advertising

revenue.Chief

commercial

officer

-APAC

educationalplatform9Addressable

TV

means

targeting[Addressable

TV

allows]

geo-localisedcampaigns…It

is

very

importantforus

in

terms

ofbudget.AddressableTV

means

targeting,which

reducesbarriersto

entryfor

smaller

or

more

niche

marketers,but

thereare

many

facets

totargetingthat

impactcost,

return

on

investmentandaccessibilityfor

a

wide

range

of

media

buyers.Also,

we

can

targetvery

selectedaudiencesandfor

nichebrands,small

brands,low-budgetbrands…The

industry

largelyunderstands

thataddressableTV

advertisingmeanstargeted

advertising.

AndwhileEvenifCPMs

are

higherthan

those

fortraditional

TV,

the

valuepropositionforaddressableis

far

greater.Headof

marketing

-

Europeanfashion

brandadvertisinghasalways

beentargeted

byassociationwith

the

outlets

ituses,

theability

of

addressableTV