Local advertisers continue to face a familiar challenge: how to reach the right audience without wasting precious ad dollars. That’s where addressable TV advertising comes in – not as a buzzword, but as a proven tactic that’s within reach for brands of all sizes.
Whether you’re a regional furniture store, a local auto dealer, or a healthcare provider serving specific households, addressable TV lets advertisers deliver their message directly to the households most likely to act on it. And with more than half of advertisers now calling addressable a “must-buy,” it’s clear this isn’t just a trend—it’s marking a shift in the fundamentals of TV advertising.
Why Addressable Works for Local Brands
Unlike traditional TV, addressable TV doesn’t rely on broad demographics or guesswork. It uses deterministic data—like verified postal addresses—to target real households with real precision. That means your ad for a weekend sale won’t just air in your city; it’ll precisely reach the households that are in your custom audience target.
For example, a local auto dealer might assume most buyers come from within a 30-mile radius. But with addressable, they can reach in-market shoppers outside their Primary Marketing Area (PMA)—with data showing that 37% of conversions can come from those unexpected areas.1
Stretch Your Budget Without Sacrificing Impact
Local advertisers often work with limited budgets, so every impression counts. Addressable helps control frequency and reduce waste by capping exposures and identifying light-TV viewers who might otherwise be missed. In fact, addressable campaigns are 27% more likely to reach light or no-TV households compared to traditional linear campaigns.2
When addressable is part of a multiscreen campaign, it doesn’t just add reach—it multiplies it. One analysis found that combining addressable with base campaigns increased total frequency by 75%, and more than one-third of target households were reached only through addressable.3
And while CPMs may seem higher at first glance, they’re actually more efficient. Every impression is delivered to a verified target, which means better return on investment (ROI). One regional furniture brand we worked with saw a 13.5 times return on ad spend, generating over $6 million in sales from a mix of traditional, streaming, and addressable TV.4
Smarter Planning, Better Results
One of the most compelling advantages of addressable TV advertising, especially for local advertisers, is its ability to connect the dots between ad exposure and real-world outcomes. With precise household-level targeting powered by deterministic data, addressable doesn’t just deliver ads; it delivers measurable outcomes.
Advertisers often struggle to understand how their campaigns are performing across screens. Addressable helps solve this challenge by giving advertisers greater control over which households see their ads, allowing them to analyze reach and frequency across screens and understand how their multiscreen TV strategies are working together. In fact, more than one in three target households are reached exclusively through addressable strategies. When combined with broader TV buys, addressable increases overall frequency, ensuring that audiences see the message more often and more effectively.
But it’s not just about exposure—it’s about action. With addressable, advertisers can analyze which households visited their website after seeing an ad, offering a direct line of sight into campaign impact. In one example, 26% of total conversions came from addressable impressions, even though addressable made up just 22% of the media mix.5 For local advertisers looking to make every dollar count, addressable TV offers not just smarter planning, but clearer, measurable results.
Make Every Impression Count
Addressable TV advertising gives local brands the power to act big and capture value. By targeting the right households, controlling frequency, and measuring performance with precision, advertisers can make smarter decisions and see real results.
So whether you’re just starting to explore addressable or ready to scale your efforts, now’s the time to lean in. With the right partner and strategy, addressable TV can help your brand hit home—literally.
Explore Comcast Advertising’s Local Advertiser’s Guide to Addressable TV Advertising to see how addressable can work for your business.
Sources:
1. Multiscreen IMPACT data analysis of advertiser campaign. Powered by Innovid. Jan.-Oct. 2024.
2. Comcast Aggregated Viewership Data combined with Ad Exposure Data from advertiser Audience Addressable and Linear TV campaigns. Jul-Sep 2024. Total HHs. n=43.
3. Comcast Advertising Multiscreen Advertising Report, 1H24, Comcast aggregated viewership data combined with ad exposure data from TV + Comcast Advertising streaming campaigns + Audience Addressable campaigns (1H24).
4. CIMM, TVB Local TV and Video Innovation Showcase, 2024, page 50, An Innovative Approach leads to Major Wins, Q1 2024.
5. Multiscreen IMPACT data analysis of advertiser campaign. Powered by Innovid. Oct.-Dec. 2024.
