National networks are increasingly prioritizing addressable advertising, and demand is outstripping supply on linear TV. Beet.TV spoke with Scott Worthem, Global EVP, Strategic Partnerships & Business Development, Comscore regarding the addressable opportunity for marketers and how impression-based measurement is necessary to gain a holistic view of audience consumption.
National broadcasters increasingly will make more of their advertising inventory addressable, giving marketers a way to show different commercials to different households during the same programming.
Instead of being limited to two minutes an hour among multichannel video programming distributors (MVPDs), addressable advertising will become a bigger part of the 14 minutes an hour that national networks sell themselves.