Major Television Distributors Spearhead ‘Go Addressable’ Initiative
to Advance Addressable TV Advertising Across the Industry
Altice USA, Charter Communications, Comcast, Cox Media, DIRECTV, DISH Media,
Frontier Communications and VIZIO to Participate in Initiative
NEW YORK June 22, 2021Today, several of the top U.S. television distributors and leading TV brands
announce the formation of Go Addressable, an industry initiative designed to accelerate efforts to
deliver scaled, addressable TV capabilities that make it even easier for advertisers to incorporate
addressable TV into their advertising campaigns.
Go Addressable participants will help to achieve this through efforts around industry education,
advocacy and enablement. Its mission is to address challenges facing the addressable TV ecosystem and
then recommend actionable solutions, all while remaining committed to protecting personal
information.
“It’s great to see distributors rallying around the promise of scalable, addressable linear TV solutions and
we’re hopeful that Go Addressable spurs a broader industry effort to unify, simplify and enable
activation of all impression-based video,” said Adam Gerber, Chief Global Investment Officer at Essence,
a GroupM agency.
“As commercial loads decrease, viewing continues to shift, and the definition of video evolves,
addressable solutions which deliver creative versioning, multi-advertiser insertion and campaign level
reach/frequency optimization are critical to maintaining value and scale,” he added. “This requires
everyone to recognize that point solutions for ‘parts’ of the video marketplace aren’t enough.
Ultimately, we need common measurement, planning tools, buying platforms and validation
capabilities that unify all forms of impression-based video across traditional, unit based linear,
addressable linear, and all forms of streaming video.”
Distributors supporting Go Addressable include Altice USA’s a4 Advertising, Charter’s Spectrum Reach®,
Comcast, Cox Media, DIRECTV, DISH Media and Frontier Communications, as well as smart TV brand
VIZIO. The objectives of the initiative are focused on three main pillars:
Key Industry Challenges: Go Addressable seeks to increase access to addressable inventory and
reduce fragmentation in addressable TV advertising by identifying best practices, including
around common terminology, technical standards and enhanced measurement solutions, using
aggregated data and with a commitment to protecting personal information. The overarching
goal is to simplify the process of buying and selling addressable TV campaigns, reduce
inefficiencies and drive value for advertisers. Tellingly, a recent survey by Forrester Consulting,
commissioned by DISH Media and other addressable leaders of over 500 brand and agency
respondents, found that every respondent reported experiencing at least one challenge in
pursuing addressable TV strategies.
Addressable Advocacy and Education: Addressable TV is one of the fastest growing parts of the
TV industry and is a rapidly evolving opportunity. Go Addressable understands the need to
inform clients and providers of addressable TV advertising with insights, use cases and updates
on a regular basis. The website, http://www.goaddressable.com/, is being developed as a living
repository of addressable TV advertising knowledge for the industry, featuring the shared
learnings and insights by and for those innovating in the addressable TV space. An industry
guide is currently available on the site, and the group will be rolling out additional educational
materials, webinars and industry working groups in the coming months.
National Addressable Scale: Simplifying enablement of addressability in the linear environment
is a key part of helping addressable TV sellers, including national programmers, implement
addressable TV campaigns for advertisers. This includes, but is not limited to, the ability to
execute addressable campaigns across multiple distributors in a more streamlined manner.
“Addressable capabilities open up tremendous new opportunities for advertisers by marrying the reach
of TV with the precision of audience targeting,” said Mike Dean, Senior Vice President, Advanced
Advertising, ViacomCBS. “ViacomCBS is delivering national addressable campaigns with many
distribution partners, but the growth of addressable requires standards, scale and industry participation.
The Go Addressable initiative is an important step toward achieving unified marketplace solutions that
work across the TV ecosystem to drive meaningful expansion and accelerate adoption.”
Go Addressable, which has brought multiple distributors together, is an exciting introduction and
advancement for the TV ecosystem,” said Sean Cunningham, President and CEO, Video Advertising
Bureau (VAB). “The appetite and outlook for addressable TV advertising is strong, and industry forces
such as Go Addressable are instrumental in resolving existing challenges and helping to pave the way
forward for the industry, which is currently at an inflection point with audience-based buying growing
dramatically.”
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
Comcast Advertising
929-388-9098