1、Out of the pandemic,Addressable TV emerged as the fastest growth channel as addressable TV homes grew from 10 million to 22 million HHs.The growth was primarily because of 3 factors:90%TVs sold were smart TVs.Increased in broadband connections Content explosion on OTT and increased daily usage and M

2、AUs FIFA viewership touching 11-12Mn on CTV was an eye opener on adoption of CTV viewership.We saw the emergence of FAST channels-Samsung Ads and The Q.Addressable TV offered clients the opportunity to complement Linear TV plans with reducing spill over,incremental reach&reaching niche audiences.It

3、was also effectively used for store launches and other hyperlocal targeting like point of interest and audience data from ACR devices and geo data partners.At groupM we launched our geo-grid data platform FCAP,to target CTV ads on specific geo-keys fused with census,bureau,geo-spatial and point of i

4、nterest data.We have over 70 clients using.Addressable TV consumption has proliferated the TV landscape at scale specially in NCCS A and AB;we now have Chord Switchers,Chord Shavers and Chord Nevers as the new audience cohorts on TV.ADDRESSABLE TVBECOMING MAINSTREAMHOW IT PANNED OUT IN 2022Out of th

5、e pandemic,Addressable TV emerged as the fastest growth channel as addressable TV homes grew from 10 million to 22 million HHs.The growth was primarily because of 3 factors:90%TVs sold were smart TVs.Increased in broadband connections Content explosion on OTT and increased daily usage and MAUs FIFA

6、viewership touching 11-12Mn on CTV was an eye opener on adoption of CTV viewership.We saw the emergence of FAST channels-Samsung Ads and The Q.Addressable TV offered clients the opportunity to complement Linear TV plans with reducing spill over,incremental reach&reaching niche audiences.It was also