Articles

Addressable advertising has transformed TV and streaming audio, but could it extend to broadcast radio? With the rise of connected cars and hybrid delivery models, new possibilities are emerging. This article explores how targeted advertising might work in radio, the potential benefits, and the challenges that would need to be addressed.

This article provides a clear introduction to addressable advertising in broadcast television, explaining how addressed ads are delivered using dynamic ad insertion. It focuses on HbbTV-based approaches, covering signalling, decisioning, measurement, and deployment models to help readers understand how addressable advertising works in practice.

Future of TV Advertising Global 2025 highlighted the industry’s shift to outcomes-based measurement, total TV thinking and collaboration. Discussions focused on simplifying TV buying, premium live content, trusted environments and responsible use of AI, alongside growing consolidation shaping the future of television advertising.