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.
The 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, has recently introduced a set of common industry guidelines – spanning addressable types, creative format, creative length, and more – to facilitate and accelerate addressable advertising 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.
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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, is expected to be a dominant theme during this year’s upfronts.
The new campaign execution timeline, as well as details around all of the new guidelines, can be found here.