Go Addressable Launches Unified Industry Guidelines for Addressable Advertising
June 01 2022 - 9:44AM
Business Wire
The guidelines, which span addressable types,
creative format, creative length and more, come as addressable TV
advertising is expected to generate U.S. $7.5 billion dollars
globally this year.
Industry group also introduces agency and
programmer committees to ensure addressable advertising continues
to meet the needs of buyers and sellers.
Go Addressable, an industry initiative launched by television
distributors to advance addressable advertising, today introduces a
set of common industry guidelines – spanning addressable types,
creative format, creative length and more – to facilitate and
accelerate addressable advertising’s scale, enablement and
adoption.
The goal of the guidelines is to inform and allow for
appropriate agency planning and expectations of campaign launch
schedules, and to drive confidence through efficiency and
consistency in processes and implementation. They are outlined in
detail at GoAddressable.com.
Go Addressable is an industry initiative formed by Altice USA,
Charter Communications’ Spectrum Reach®, Comcast, Cox, DIRECTV
Advertising, DISH Media, Frontier and VIZIO to help maximize the
scale, impact and value of TV as a marketing platform. Founded in
2021, Go Addressable provides thought leadership, education and
advocacy around the topic.
Today’s announcement marks a milestone in one of the
initiative’s stated goals to provide clear steps for all
advertisers interested in buying addressable advertising. It also
comes as the addressable TV advertising landscape is expected to
grow to U.S. $7.5 billion dollars globally in 2022, per a Deloitte
Global study. Addressability, too, was a key theme during this
year’s upfronts.
“We’re at an important time in the trajectory and future of
addressable TV advertising, and we’re excited to be one of the
inaugural Go Addressable agency forum participants,” said Michael
Piner, EVP Advanced Media, Mediahub Worldwide. “Addressable TV
advertising is a fast-growing and promising new frontier in media.
Yet, we’ve lacked an industry group to help simplify the
addressable activation as well as chart a course for future
progress and innovation. We’re happy to be working with Go
Addressable to help pioneer that course.”
To ensure that it is working to address the needs of the
industry, Go Addressable today also introduced two committees, one
comprised of agencies and the other consisting of programmers. Both
committees will meet twice a year and will include advertising
companies and programmers from across the industry.
“While addressable has been around for 10 years, it’s still in
its early stages, and because of that, many providers are using
different criteria and guidelines to deploy it,” said Matt Van
Houten, SVP, Product, Operations and Business Development, DIRECTV
Advertising. “This has caused unnecessary complication and friction
in the process. With the unveiling of our easily accessible
industry guidelines, all advertisers can be comfortable with the
medium, knowing these guidelines are supported by many of the
distributors operating in the space. And this is exactly why Go
Addressable was created. By working together, we are providing more
paths to acceleration for the medium.”
Below is a summary of the aforementioned guidelines:
- Addressable Types: Go Addressable identified two naming
conventions that are consistent with how buyers deliver addressable
campaigns, using aggregated data and with a commitment to
protecting personal information:
- Audience addressable refers to the ability to dynamically
deliver various advertisers’ advertisements targeted to different
audiences in different homes all watching the same network at the
same time.
- Creative versioning describes offering the ability to deliver
different creative messages to different audiences (households)
within the same spot for a single advertiser.
- Creative Format: The group identified that a creative
format meeting the criteria below can now be deployed and used by
all programmers and distributors, removing friction, costs and
timing from the process. The guidelines are as follows:
- Stream Type: MPEG-2
- Audio Type: MPEG1 Layer 2
- Frame Rate: 1080i
- Width/ height: 1920 x 1080
- Creative Length: Go Addressable members each support
standard 30-second creative length for addressable advertising,
with the goal of simplifying implementation of addressable
campaigns.
- Cap & Edit: Distributors each have an established
process to ensure that ads delivered addressably have a chance to
be seen and are not being inserted or counted when the TV is off or
when/if viewers are no longer watching.
- Data Match Vendors: Go Addressable has identified three
vendors for onboarding audience segments from buyers that currently
work across operators: LiveRamp, Experian and Epsilon. Additional
vendors may be announced in the future.
- Attribution Vendors: Go Addressable also has identified
three companies that currently provide attribution studies for
buyers across operators: LiveRamp, Experian and Neustar. Additional
vendors may be added in the future.
- Campaign Execution Timeline: Go Addressable has
established a timeline for launching and/or reporting on a campaign
to provide consistency to buyers and programmers when planning and
activating campaigns. The process spans the early planning stages
all the way to attribution.
“Consistency is critical in advertising and is something that
previously hasn’t existed for addressable campaigns, which are
often executed across multiple operators. The industry guidelines
created by Go Addressable give programmers a roadmap and guidelines
that can be utilized when activating addressable campaigns across a
national footprint. There is a lot of exciting work happening and
we look forward to participating in the programmer council as we
continue to scale our already robust addressable TV advertising
capabilities for our clients,” said Julian Zilberbrand, EVP,
Advanced Media, Paramount.
The new campaign execution timeline, as well as details around
all of the new guidelines, can be found here.
About Go Addressable
Go Addressable is an industry inclusive initiative led by TV
distribution companies to help maximize the scale, impact and value
of TV as a marketing platform. The group’s mission is to further
accelerate the advancement of addressable TV advertising in a way
that is trusted, scalable and effective for both advertisers and
programmers looking to make their inventory addressable. Go
Addressable will achieve this through advocacy and education within
the industry; problem-solving and action around industry
challenges; and by working to facilitate the use of addressable
advertising campaigns for buyers and sellers of TV inventory. For
more information on how to participate, please visit
www.goaddressable.com.
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Media Contact: Elaine Wong elaine_wong@comcast.com
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