VIZIO Surpasses 11 Million Addressable Enabled TVs


A major television brand has surpassed a major milestone in the rollout of addressable televisions across the U.S. — bring more screens to life that are enabled with dynamic ad insertion technology.

The news from VIZIO comes on the heels of numerous successful ad campaigns from America’s top TV networks.

The number represents a significant milestone for members of Project OAR, the addressable advertising consortium founded by VIZIO and America’s top TV media companies.

How so? By expanding the footprint, programmers are able to deliver and manage addressable TV ad inventory inside of linear programming broadcast to homes across America.

“Addressable TV advertising has arrived,” said Adam Gaynor, VP Network Partnerships and Head of Addressable for VIZIO and OAR. “Today’s milestone pushes the consortium beyond a ‘Project’ and into an addressable business. We have worked to put standards in place in collaboration with top networks to deliver addressable campaigns at scale and enhance the TV experience for viewers at home. With the infrastructure in place and more campaigns going live in the market, we are making it possible to deploy, manage and sell dynamic ads for local and national inventory.”

The consortium, which is composed of America’s leading television networks and operators and VIZIO, “have worked hard to create open standards that anyone in the ecosystem can use to increase the relevancy of advertising and improve linear viewing for consumers,” the TV set manufacturer noted.

AMC Networks, FOX and WarnerMedia are among several of the companies that have executed national addressable campaigns using the OAR standard.

“WarnerMedia has run national addressable campaigns across linear and VOD since 2020, while expanding our capacity and footprint through direct integrations with multiple distributors, and partnering with brands across an array of categories,” said JP Colaco, head of advertising sales at WarnerMedia. “As pioneers in the addressable industry for nearly a decade with DirecTV, we are excited to collaborate with other industry leaders like OAR to continue to drive awareness, education and enablement, while advocating for standards, in addressable TV.”

Colaco was the President of Radio Disney from 1998-2006. He would go on to serve as SVP of Advertising Sales and Operations at Hulu, from 2007-2013.