[Marketing Week] Bob Koigi: Addressable TV: Marketers' untapped goldmine

A significant strategic gap is costing advertisers millions in potential revenue and reach. New research from DISH Media, developed with Janus Strategy & Insights, reveals that by underutilizing addressable TV, marketers are systematically overlooking 31.6 million U.S. adults, a segment that can only be effectively reached through this channel.

This isn't just a marginal audience; it represents a critical 13% of the addressable TV market.

For brands seeking to close the reach gap and capture lost revenue, the solution is clear: a smarter, more deterministic allocation is no longer optional, it's essential for maximizing return in a fragmented media landscape.

Campaigns of the week

As more UK workers return to their desks, Heineken is encouraging them to rediscover one of the best parts of office life — the post-work pint. The beer brand has renamed pubs across the UK to The Office, shining a light on the joy of reconnecting with colleagues after hours.

Burger King has launched It’s Only Natural, an integrated global campaign featuring smartphone videos of babies and toddlers reacting to their parents enjoying a Whopper.

Uber is shifting focus to America’s suburbs with its latest brand campaign, There Are Drivers In Your Area, created in partnership with Mother New York. The campaign captures authentic, everyday moments of suburban life to show that available and reliable rides are closer than many people think.

Agencies and accounts

Burger King Germany has appointed Mediaplus to handle its media planning and buying following a competitive, multi-stage pitch. The account, valued in the double-digit millions, will be managed by the Mediaplus Media 1 team based in Munich.

Global home appliance brand Beko has appointed Digital Natives as its global social creative agency of record and global campaign activation partner, following a six-agency competitive pitch.

Dentsu Malaysia has expanded its remit with 100PLUS, taking on creative and social media responsibilities from October 2025. The move follows a competitive pitch and builds on dentsu’s existing role as media agency of record since late 2024.

Partnerships and acquistions

Spotify and BMG have entered into a direct, multiyear US publishing licensing agreement aimed at delivering greater value to songwriters and their teams. The deal establishes a closer working relationship between the two companies.

Global, the Media & Entertainment group, has announced the launch of Global Studios, a dedicated hub for bold, video-first podcast content.

Nielsen has entered a strategic collaboration with Adelaide to create a unified system for evaluating campaign effectiveness across both reach and attention. The partnership integrates Adelaide’s attention-based media quality metric, AU, into Nielsen’s Outcomes Marketplace within the Nielsen ONE platform.

Appointments

Ogilvy has appointed Kirsty Muddle as CEO of Ogilvy Network ANZ. A respected creative industry leader, Muddle will oversee the agency’s operations across Australia and New Zealand, spanning advertising, PR, social and influencer marketing, customer engagement, consulting, and health communications.

Publicis Groupe has appointed Deepti Velury as chief executive officer of Global Production, a newly created role overseeing all of the company’s production operations worldwide.

Other major news of the week

Havas has confirmed plans to implement a reverse share split of its ordinary shares at a ratio of ten to one. The move follows approval granted by shareholders at the company’s annual general meeting on 28 May 2025.

Hearst Networks has unveiled Hearst Canvas, a new venture dedicated to creating original, scalable content brands across digital, audio, and emerging platforms, with a strong focus on YouTube.

PayPal has introduced PayPal Ads Manager, a platform that enables small businesses using PayPal to generate revenue by running ads on their own websites and apps. The service allows merchants to act as retail media networks, opening access to a growing and profitable segment of digital advertising.

Bob Koigi is the editor-in-chief of Marketing Report.One

Follow Marketing Report on LinkedIn