Jun 26, 2021
By Nicole Bitette
ViacomCBS was an early adopter of addressable advertising. Now, the company is investing for the future.
As viewer consumption habits evolve, advertising has to evolve with it.
In a Forrester Consulting report titled “The Transformation of Television: Embracing the Era of Addressable TV,” commissioned last month by DISH Media, ViacomCBS, and others across the industry, over 60% of those surveyed said that addressable advertising is going to be part of their media mix. Another finding revealed that buyers fear the operational aspect associated with addressable TV, as well as the various platforms and forms of measurement.
At the forefront of innovation in addressable, ViacomCBS offers buyers ways to reach any viewer they are after, with targeting methods that are both easy and effective. Since 2018, the company has been an early adopter of addressable capabilities. CBS was the first broadcaster to join the Nielsen addressable trial, and a proponent of methods like out-of-band signaling and smart TV-based addressable. Leading the charge too was Viacom, among the first to adopt set-top box based methods for national cable addressable. Now, the combined company has 40 million households enabled across a collection of MVPDs and set-top box households.
Recently, ViacomCBS reached another milestone achievement. In December 2020, CBS became the first broadcast network to deliver addressable impressions into a live national broadcast.
“Viacom and CBS have combined to have the strongest position in the programmer addressable space,” says Mike Dean, SVP, Advanced Advertising, ViacomCBS. “And arguably, the company has the strongest position in the addressable TV space at large.”
As technology advances, so does the approach to addressability. With unparalleled product offerings that the company continues to enhance with market feedback, ViacomCBS is dedicated to updating the narrative of addressable across the industry.
""We will serve the right ads to the right viewers.""
VP, partnership development, ViacomCBS