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Targeted TV, maximum impact
Addressable TV is transforming television advertising by combining media power with digital precision
A television ad… but personalized
What is Addressable TV, also known as targeted or addressable television? It’s a powerful technological revolution. Addressable TV (ATV) merges the strength of traditional television with the precision of digital advertising. In practice, it enables the delivery of targeted TV ads based on household characteristics.
We’re talking about advanced targeting: it’s no longer just about selecting a time slot or program context to deliver your message — it’s about choosing who you want to speak to. Addressable TV lets you talk directly to your key audiences, even in a mass media environment like television.
In French-speaking Belgium, it’s thanks to a partnership with Proximus that RMB became a pioneer of this advertising innovation, opening a new way for advertisers to effectively reach their target audience.
How does Addressable TV work?
ATV targeting is based on data collected via TV operator boxes, like those from Proximus. This data is anonymized and used in compliance with privacy regulations, allowing households to be identified based on criteria such as location, household composition, viewing or consumption habits, or interests. This enables advertisers to deliver tailored messages to each audience segment, improving campaign efficiency and ROI.
Additionally, segmented TV makes it possible to complement a linear TV campaign by targeting households that were not initially exposed, thus increasing total campaign reach at a lower cost. In other words, it allows you to show your ad only to households that haven’t yet seen it during your classic campaign, helping to expand your audience without unnecessary repetition and better optimizing your budget.
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Targeted TV advertising: who is it for?
Addressable TV is for all advertisers, big or small, whether aiming to boost brand awareness or promote a local product. It’s an opportunity to access TV without the cost of a national campaign. Today, it attracts several types of advertisers:
- advertisers already active on TV who want to test more targeted approaches for specific brands, often with a focus on conversion or a more direct call to action.
- newcomers to the TV medium who, without the budget for a traditional national campaign, see ATV as an accessible entry point
- niche advertisers targeting very specific segments that are hard to reach through classic socio-demographic criteria
- local or geo-targeted brands aiming to focus communication in a specific area with a relevant message
The main advantage of ATV: relevance. No more generic messaging. Your campaigns speak to the right households, at the right time. It’s a powerful lever to maximize ROI. And for viewers, it’s also a win: they receive messages that are truly relevant and aligned with their needs and lifestyle.
Measurable and proven effectiveness
Just like traditional TV advertising, addressable TV advertising is highly measurable. At the end of a campaign, you get concrete indicators: coverage rate of your target, repetition frequency, impact by segment, and more.
The two testimonials below show how ATV enabled two very different advertisers — one premium, one highly geo-targeted — to run an effective television campaign.
When RMB suggested we test their Addressable TV service, we were thrilled. As an SME with a limited communication budget, it was a great opportunity to use a medium typically reserved for larger companies. Our goal was to increase awareness of our ‘Corica’ brand and drive viewers of our TV ad to our e-shop, to learn more about our coffee and hopefully make a purchase. The results were there! And the investment was clearly worth it.
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