Unlocking New Revenue: The Power of Addressable TV for Asia’s FTA Broadcasters

For Free-to-Air (FTA) broadcasters across Asia, the media landscape presents a formidable challenge: audience fragmentation is accelerating, yet the demand for profitable, high-quality content has never been greater. In this environment, the traditional model of selling mass-reach, linear ad inventory is under pressure. 

To solve this, Addressable TV advertising has emerged as a critical tool for unlocking hidden value within existing inventory, transforming broad-reach audiences into precise, high-value segments.

Using INVIDI’s solutions through which we deliver addressable advertising via virtually any delivery platform to any consumer device, broadcasters can deliver different, targeted advertisements to different households watching the same live program. This shift from a one-ad-fits-all approach to precision targeting is fundamental to improving profitability for broadcasters in competitive markets.

The Direct Path to Increased Revenue

The primary advantage for broadcasters is a direct increase in inventory value. By segmenting audiences based on demographics, interests, and first-party data, each ad slot becomes vastly more valuable to specific advertisers. Recent data underscores this seismic shift in advertiser sentiment. According to Go Addressable, over half (53%) of advertisers now consider addressable TV a “must-buy,” a staggering 51% increase from the previous year. Furthermore, a whopping 65% of advertisers who haven’t used it yet plan to start in 2025, representing a 57% lift from 2022 adoption intentions.

Advertisers Benefit with More Efficient, Effective Budget Utilization (ROI)

Even though advertisers pay a per-impression premium for this precision, because ads are highly targeted, wasted impressions are reduced dramatically, resulting in brands paying less overall while improving their effectiveness. This efficiency is why 63% of advertisers confirmed that addressable TV played a role in their 2024-2025 upfront negotiations, a clear indicator of its growing weight in major advertising deals.

Equally important to advertisers, addressable TV ads are more memorable, with a 74% image recall rate compared to 68% for non-addressable ads. This contributes even more to effectiveness of their TV advertising campaigns.

Agencies Also Benefit

INVIDI’s experience has demonstrated that addressable advertising, because of its lower overall cost to advertisers, brings in a new set of brands to TV advertising. Companies that could not afford mass TV advertising and focused only on digital platforms are now chosing addressable TV for reach and measurement. Agencies can expand their sales efforts to bring these new advertisers to the TV.

The Time for Action is Now

The evidence is clear. Addressable TV is transitioning from an optional add-on to a core component of the advertising ecosystem. For FTA broadcasters in Asia-Pacific, embracing this technology is not about replacing the traditional model, but about enhancing it. By transforming their existing inventory into a precision-based, high-value offering, broadcasters can generate significant new revenue, prove undeniable ROI to advertisers, and secure their role at the heart of Asia’s vibrant video industry.

Categorised in: Blog, Industry News

This post was written by INVIDI