1、Addressable/AdvantageHow Addressable TV Makes Audiences HappyCreativity 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.Its

2、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.System1s experience testing more than 90,000 ads,with 10 million people,in 90 countries offers us unique insight into the business effects of creativity.Togeth

3、er with Finecast,the global leader in addressable TV,we seek to enable every brand to produce advertising creative thats 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 inf

4、orm creative choices for addressable TV advertising.And above all,it aims to inspire advertisers to achieve the strongest return on creativity.”Jon EvansChief Customer OfficerAddressable TV is a rapidly expanding and dynamic media landscape that presents an exciting opportunity for advertisers.As th

5、e global leader in this field,Finecast recognises that measuring the effectiveness of addressable TV is the cornerstone for advertisers to achieve their business objectives.Our conviction is based on three fundamental principles.Firstly,we acknowledge that TV,with its captivating sound-on,full-scree

6、n,and motion-picture experience,is an advertising platform that naturally commands more attention from viewers(see our Thinking Inside the Box research).Secondly,we believe that targeting specific audiences with TV advertising elicits a stronger business impact.And finally,we recognise that independ