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Addressable // Advantage
How Addressable TV Makes Audiences Happy
Creativity is the fuel that propels advertising to
achieve greater impact. It elevates the business
effect, producing a multiplier for the media that
presents it. Higher performing creative attracts
more attention and holds it for longer. It’s more
memorable. It elicits more feeling. It builds
brands for the long-term. And is far more likely to
achieve direct effects in the short-term.
System1’s experience testing more than 90,000
ads, with 10 million people, in 90 countries offers
us unique insight into the business effects of
creativity. Together with Finecast, the global
leader in addressable TV, we seek to enable
every brand to produce advertising creative
that’s more effective.
This important research is the first of its kind for
addressable TV. It builds on the findings of Look
Out, by Orlando Wood and the IPA. It reveals new
evidence to inform creative choices for
addressable TV advertising. And above all, it
aims to inspire advertisers to achieve the
strongest return on creativity.”
Jon Evans
Chief Customer Officer
Addressable TV is a rapidly expanding and dynamic
media landsca。。。以下略