The what, how, and why of addressable TV.

1. Addressable TV Overview

2. Addressable TV 101
 What is Addressable TV?
 Addressable TV Marketplace
 How does it work?
 Why Addressable TV?
 Attribution
 Efficiency
 Engagement

3. What is Addressable TV?
 2 of the 8 minutes of
advertising per hour are
dedicated to addressable
TV.
 Households with
addressable TV capabilities
viewing the same show will
see different ads.
 Addressable TV is a marketing practice that uses household-level
analytical profiling and segmentation to deliver TV ads to your prospects.
Addressable TVTraditional TV
Households viewing the
same show see the same ad
Households viewing the same
show see different ads

4. Addressable TV Market Place
Current Marketplace
• Comcast: 18 million
• DirecTV: 12 million
• Dish: 6 million
• Cablevision: 3 million
Through strategic partnerships, DataLab has access to the full 39+ million universe.
39+ Million Households

5. How does it work?
 The software sits inside the DVR (set-top-box) allowing the network provider to serve custom ads
to that household
 There is no additional activity required by the viewer to view the ad to them it is just a normal
commercial. Regardless of what programming they are watching they will view the ad.
 To identify the households, the addressable network provider subscriber database is matched
against a third party database to identify which households will receive a commercial
Current Customer
Set Top Box ID: 90024
100 Main St.
Bob Smith
High Propensity Prospect
Set Top Box ID: 90026
300 Main St.
Mike Johnson
Current Customer
Set Top Box ID: 90025
200 Main St.
Jane Doe
High Propensity Prospect
Set Top Box ID: 90027
400 Main St.
Sarah Davidson

6. Why Addressable TV?
 Closed Loop Attribution
 Knowing who was selected and saw the commercial makes it
possible to match the campaign to CRM data for clear
attribution.
 Efficiency
 Less media waste – as only highest propensity prospects are
targeted.
 Engagement
 Homes receiving addressable TV ads tuned away 38% less
than homes that received non-addressable advertising.*
*Statistic based on a Kantar Media Study

7. Please contact Nick Lockard for more information
240-243-1941
nlockard@datalabusa.com