BB: Addressable TV is a gigantic opportunity to generate income in LatAm

In the US, the advanced advertising market already represents about US$3,600 million with a footprint of 64 million households connected to pay-TV, according to eMarketer and Canoe Ventures. In Latin America, where the universe of households with pay-TV is more than 87 million (of which almost 70 million access online platforms), the opportunity to generate income through targeted advertisements (addressable TV) is much greater, according to Tomás Gennari, CEO of BB, who presented an overview of the region during the introduction to the seminar “The power of addressable TV and contextual advertising in VOD”, organized by Lamac, Canoe Ventures, and BB.

Gennari said that although the time spent watching TV continues to grow and linear TV (both pay and open) continues to dominate, what has changed is the composition of the habits of that consumption. Of the current total turn-on – calculated in 32 hours per week for the fourth quarter of 2020 according to BB’s New Media Essentials -, 23 hours 54 minutes are spent on online platforms, 3 hours 43 minutes on open TV, and 4 hours 24 minutes on pay TV. He explained that of the time that the consumer spends on online platforms, BB found that about 8 hours 21 minutes are of TV everywhere (that is, contents given by pay-TV and open TV) where digital advertising can be inserted. “The opportunity is gigantic. This is something that can be implemented now, the elements are there. We have the tools for the media and advertisers to reach their audiences with advanced advertising,” Gennari said.