Linear addressable is a way to deliver targeted ads within traditional TV environments. It gives advertisers the ability to show different ads to different households, even if they’re all watching the same program at the same time. This is a major change from traditional linear TV, where every viewer saw the same commercial regardless of who they were.
With linear addressable, brands can use data like location, income level, age, household size, or past purchase behavior to decide which ad gets shown in each home. This brings some of the benefits of digital advertising—like audience segmentation and targeting—into the linear TV world.
For advertisers, this means a more efficient use of media spend. Instead of blanketing the entire country with a single message, marketers can deliver tailored creative to the households most likely to respond. For example, a luxury car ad can run in high-income neighborhoods, while a family-focused SUV ad can show in areas with more households with kids. The same TV slot can deliver different outcomes depending on who’s watching.
For viewers, linear addressable can lead to a better ad experience. People are more likely to pay attention when the ads are relevant. A dog owner might see pet product ads, while someone without pets won’t. This relevance can improve ad recall and brand perception without increasing ad load.
Some of the technologies that enable linear addressable include addressable TV platforms from major providers like DirecTV and DISH, as well as addressable cable systems from companies like Comcast and Charter. Many of these platforms work through set-top boxes that allow for ad insertion at the household level. In some cases, they use IP addresses or other location-based signals to support targeting.
Linear addressable inventory is often sold differently than standard TV spots. Instead of buying by program or time slot alone, buyers can layer on audience data and run ads across specific geographic markets or demographic segments. This has made linear addressable a growing part of local and regional advertising strategies.
GEO-level targeting is especially important for brands that operate in specific cities, states, or designated market areas (DMAs). A regional QSR chain, for example, doesn’t need to run ads nationwide. With linear addressable, they can reach only viewers in the ZIP codes where they have stores. This improves performance and eliminates wasted impressions.
As media budgets continue to shift toward outcome-based strategies, linear addressable is gaining traction as a valuable bridge between traditional TV and digital performance marketing. While it doesn’t offer the same scale or precision as full programmatic streaming, it provides a meaningful upgrade from the one-size-fits-all model of the past.
Advertisers who want to make the most of their linear TV buys should explore addressable options available through their media partners. Whether you're a national brand looking to test creative by market or a local business trying to reach your core audience, linear addressable can help you deliver the right message to the right households.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech