Wonder

Research Outline

Prepared for DROR | Delivered July 23, 2019

Addressable TV Advertising Market Competition Analysis

Goals

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.

Early Findings

Competitors of Viaccess-Orca include Xandr, 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,
 A Wall Street Journal 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 6% more of addressable TV advertising and 12% less on traditional TV advertising in 2019 after the company's positive experience with addressable TV advertising in 2018.
In Europe, 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 $3.3 billion in 2020, growing by 343% between 2016 and 2020.