Over the past decade TV has gone from the programmatic advertiser's pariah (pre-2008) to one of the most exciting platforms available. What changed?
Part of the answer lies in the rise of TV ad inventory on programmatic channels. The name for this method for targeting TV viewers via programmatic is known as 'addressable TV advertising'. Essentially, a type of personalization, addressable TV ad buys allow advertisers to target unique viewers with ads optimized for their unique interests.
This quote from Google sums it up nicely: "Addressable TV advertising is the ability to show different ads to different households while they are watching the same program. With the help of addressable advertising, advertisers can move beyond large-scale traditional TV ad buys, to focus on relevance and impact. Bottomline: Viewers get more relevant and interesting ads."
To learn more about this emerging area, I highly recommend reading this white paper, also from the Google/DoubleClick team: "The Evolution of TV. Addressable Advertising:
Creating a Better, More Personal
TV & Video Experience"