More Targeted TV Ads Are Coming as Marketers Use Data to Reach Viewers

Consumption habits are changing, and advertisers need to adapt

Illustration of a network of connected people
Addressable initiatives are taking off as TV consumption habits drastically change, leaving marketers with fewer opportunities to reach engaged audiences. Ani Ka/Getty Images

Key insight:

Have you ever seen a television commercial play for two seconds, and then it suddenly gets cut off for a different ad to run? That’s addressable TV done poorly.

This story first appeared in the July 13, 2020, issue of Adweek magazine. Click here to subscribe.
@andrewblustein Andrew Blustein is a programmatic reporter at Adweek.