In this session, we’ll explore how addressable advertising is becoming a key strategic lever in the evolution of TV, helping broadcasters and sales houses unlock greater relevance, value and commercial resilience, without sacrificing the reach, trust and quality that make terrestrial TV so effective.
Why TV Still Wins: Trust, Reach and the Rise of Addressable Advertising
The approach prioritizes precision over postcode-level targeting to maintain reach and brand-building impact, improve relevance and viewer experience, and support higher CPT/CPM within existing ad minute caps. Technology maturity, industry coordination, and growing connected TV penetration make this feasible now; broadcasters and tech providers can integrate with current workflows and ad sales to trial, measure replacement quality, and operationalize hybrid monetisation in the near term.
Speakers
- Stuart Boorn, Head of Product M&B, Arqiva
- Ben Moon, Director - Commercial Broadcast & Market Development, Arqiva
- Gaurav Jandwani, Executive Director, Media & Broadcast, Arqiva
Key takeaways
1. Hybrid Viewing Resilience: TV viewing in the UK is hybrid and resilient, with live TV still accounting for ~45% of viewing and broadcasters maintaining strong share even as streaming reaches ~38%.
2. Addressable Terrestrial Monetisation: Addressable advertising on terrestrial via HbbTV-enabled CTVs enables additive revenue by swapping ads or breaks to boost CPM/CPT while protecting the trusted, regulated linear environment and viewer experience.
3. Postcode Precision Scale: Postcode-level precision strikes the right balance between scale and relevance, opening TV to SMEs with localised creatives and calls to action without over-narrow targeting.
4. Mature Seamless Standards: Technology and standards have matured—seamless broadcast-to-IP switching, ad-decision integrations, and industry coordination making execution feasible within existing broadcaster workflows.
5. Accelerate Adoption Now: Adoption should begin now and scale over the coming months as device penetration grows, with trials demonstrating yield uplift, replacement slots, and measurable addressable reach on DTT.
