Making Addressable Accessible: ViacomCBS, Dish Execs Explain an Advertising Innovation

No conversation is complete in the upfront marketplace this year without mention of addressable TV.

Addressable TV is maturing as the go-to technology for matching marketing messages with the right audience segments. That has implications for not only advertising agencies and marketers but also consumers, according to Seema Patel, ViacomCBS’ vice president of partnership development.

“Addressable targeting provides the most relevant and engaging ad experience, which represents a valuable exchange of their time and attention for our premium content,” Patel said in the latest episode of Variety’s “Strictly Business” podcast. “And for advertisers and agencies, the best ad experience is not only one that’s the most relevant, engaging and effective, but it’s also one that provides scale and operational efficiency and transactional needs.”


Addressable TV is not a new concept or technology, but it begun gaining greater traction in the industry after evolving for nearly a decade.

According to Tim Myers, Dish Media’s general manager of strategic partnerships and products, the widespread adoption of addressable TV will have many benefits for the advertising and TV space.

“[Addressable allows] an advertiser to find the viewer whenever and wherever they’re watching, and that allows them to get in front of more viewers,” Myers said on “Strictly Business.” “It also allows them to control how often we’ll see that ad, which we would call control of both reach and frequency. So those are also big benefits of this technology.”

Dish partnered with Forrester Consulting on a recent study called “Embracing the Era of Addressable TV,” which analyzed how marketers and agencies should be navigating an environment where TV advertising is more addressable. The study found that the media community is much more embracing of addressable and is starting to see real value in it, Patel said.

In this episode, Patel and Myers dig into the very basics of what addressable TV is and why it will be a critical component of the TV and advertising future for marketers and consumers in the quickly evolving media landscape.

This episode of “Strictly Business” is sponsored by ViacomCBS, the first installments of “Making Addressable Accessible,” a multi-part multimedia series exploring the growth of addressable TV. Look for future webinars on this subject later this summer.

“Strictly Business” is Variety’s weekly podcast featuring conversations with industry leaders about the business of media and entertainment. A new episode debuts each Wednesday and can be downloaded on iTunes, Spotify, Google Play, Stitcher and SoundCloud.

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