Connected & Addressable TV: the big screen is back, with precision

The market has matured fast

In the Netherlands, Belgium and Germany, Addressable TV inventory has scaled meaningfully over the past two years. Combined with the ad-supported tiers of Netflix, Disney+ and Prime Video, the addressable big-screen audience is now a real, plannable channel rather than a test budget.

For travel destinations, this is particularly interesting. Television's emotional storytelling capacity has always suited destination marketing. What was missing was the ability to target — to show a specific Alpine destination to households in regions where it makes sense.

What changes in planning

Spalder Agency runs Addressable TV campaigns alongside linear and online video — not as separate silos. The same household profile that drives a Connected TV ad placement also drives the YouTube and programmatic campaigns running in parallel. Frequency capping, reach measurement and creative versioning all operate across all three.

The buying landscape is consolidating. Major broadcasters and streaming platforms are aligning on a shared technical standard, which means the operational overhead is finally dropping.