Addressable TV Offers Scale and Impact for Advertisers: Effectvs Midha Beet.TV [Video]

AMENIA, NY— Advertisers seeking to maximize their campaign impact while maintaining scale should look no further than addressable TV, according to Pooja Midha, EVP and General Manager at Effectv.

With its ability to add 20-30% incremental reach, better measurement capabilities, and high audience match rates, addressable TV has become an increasingly attractive option for both national and local advertisers.

Midha, speaking with Beet.TV at the recent Beet Retreat in the Berkshires, emphasized that despite the evolving landscape of advertising and distribution, the core objectives of advertisers remain the same.

“People are still talking about things like inventory value and quality and scale,” she said, adding that the focus is on accessing quality inventory at scale, measuring impact, and ensuring seamless execution.

One key advantage of addressable TV via Effectv is the ability to leverage Comcast data to achieve audience match rates of around 95%. “That’s a big leg up on …