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Targeted TV advertising is losing steam, and industry players are scrambling to save it

Posted On: Sep 16, 2020   |   Posted By: Business Insider

Targeted TV advertising is losing steam, and industry players are scrambling to save it

Summary List Placement Hi! Welcome to the Insider Advertising daily for September 17. I'm Lauren Johnson, a senior advertising reporter at Business Insider. Subscribe here to get this newsletter in your inbox every weekday. Send me feedback or tips at ljohnson businessinsider.com.
Today's news: Targeted TV ads hit a speed bump, Cision and Meltwater try to merge, and a new startup wants to take on consultants.
Targeted ads were supposed to save the $70 billion TV industry, but advertisers say that time is quickly running out
TV companies long bet on the promise of addressable advertising to save their $70 billion industry amid the rise of cord cutters and streaming video giants.
I looked at how slashed ad budgets and a drop of pay-TV services during the coronavirus have impacted addressable advertising.
Advertisers have used addressable to target people who don't see national TV ads, but have only treated it as an experimental part of their budgets. Scale and a lack of measurement standards are still...

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