A Slice of Addressable TV ’s $3.6 Billion Ad Market

Hi, Lucinda Southern, Adweek media editor here.

The connected TV ad market is faring better than other ad formats during an otherwise coronavirus-scarred landscape this year, as so many more of us are staying in watching Schitt’s Creek. Where there's an audience, there be ad dollars (albeit, a little later).

That’s an attractive prospect for Bloomberg Media, whose Twitter show Quicktake graduated to an over-the-top 24/7 streaming network earlier this week.

“The most exciting opportunity for any media company that can—or has the resources—is in OTT,” Scott Havens, global head of digital and media distribution at Bloomberg Media, told my colleague Sara Jerde. Read on to find out how the news company plans to differentiate in a crowded content market.

Indeed, the money will flow. To aid that, in one of Nielsen’s “biggest moves in a decade,” the measurement firm is adding addressable to its TV currency, advancing the goal of targeted TV ads at scale. My colleague Jason Lynch outlines how it will expand its national TV panel of 100,000 people to include a not-insignificant 55 million smart TV and set-top box devices.

There’s heaps of excitement around clasping one of the media's Holy Grail moments. But getting time-poor ad planners to transact on new metrics will always be a slog.

On that note, if you can, please consider supporting our journalism with an Adweek Pro Subscription and gain full access to all of Adweek's essential coverage and resources.

Thanks for reading, and have a great rest of your week.

Lucinda

Company will begin sharing data from 55 million smart TV and set-top box devices next year.

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The platform also provided insights for brands in their key time of year.

A legacy brand collaborates its way into the hearts of younger customers.