Using SCTE 224 To Increase Advertising Revenue (2021)

By Gregg Brown. Stuart Kurkowski, PhD & Neill Kipp, Comcast Technology Solutions

The popularity and adoption of the SCTE 224, Event Scheduling and Notification Interface (ESNI) is opening new use cases where the protocol is a great fit. One new and exciting use cases is for addressable advertising where content providers and operators can use static, national ad inventory which are more targeted to the viewers and therefore potentially generate higher CPMs. Addressable advertisements, in this context, means replacing advertisements sold on broad age/gender demographics with advertising sold on more specific audience definitions. This evolution in ad avails has both content providers and operators excited for revenue growth potential in this relatively untapped market. According to eMarketer, U.S. addressable TV advertisement spending is expected to grow 33.1%, 27.4%, and 16.2% respectively in 2021, 2022, and 2023 and will eventually represent 6.3% of the total TV ad spending.

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