Prepared for DROR M. | Delivered July 23, 2019
Addressable TV Advertising Market Competition Analysis
To understand the current and future addressable TV advertising market and the market position and achievement of Viaccess-Orca competition in the market in order to facilitate a presentation to Viaccess-Orca's board.
Competitors of Viaccess-Orca include
, MullenLowe Mediahub
, LiveRamp, Matter More Media, NCC, among others.
Companies such as
Sky and Viacom
are already making inroads in the addressable TV market.
Targeted advertising or addressable TV advertising is believed to be the
future of TV advertising
Wall Street Journa
l analysis notes that
companies are shifting
more of their advertising budget from traditional TV advertising to addressable TV advertising that enables them to target a specific group or a precise demographic.
For instance, Cars.com,
a company that
used to spend the majority of its marketing budget on traditional TV advertising, stated that it plans to spend
more of addressable TV advertising and
less on traditional TV advertising in 2019 after the company's positive experience with addressable TV advertising in 2018.
advertisers are now cutting back
on advertising on Facebook and moving money back to TV advertising largely due to the emergence of addressable TV advertising.
The addressable TV advertising market is expected to reach
in 2020, growing by
between 2016 and 2020.
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