Many broadcasters and streaming platforms recognise that Addressable TV is important, but they hesitate on one key question: when is the right time to start? Should they wait until their OTT product is “perfect”? Until viewership hits a certain scale? Or until every advertiser demands it? In reality, waiting too long can be more risky than starting early.

A useful way to think about timing is to look at three signals: audience, demand, and readiness.

First, audience. If your platform already sees consistent streaming traffic – whether on smart TVs, mobile apps, or websites – that is a clear sign the opportunity is real. You do not need to dominate the market before you start. In fact, early Addressable TV pilots can be run on a subset of inventory: a specific channel, a VOD library, or a set of live events. The goal is to learn while the stakes are still manageable.

Second, demand. Are agencies asking for postcode splits? Are brands requesting more precise targeting or better measurement in CTV? Are programmatic buyers pushing for more control? These are all signals that the market is ready for Addressable TV products. If you repeatedly have to say “not yet” or “we can only do basic CTV” it may be time to change the conversation.

Third, readiness. This includes the state of your technology stack, your ad operations team, and your data capabilities. You do not need a fully built, end-to-end solution from day one, but you do need a realistic plan. For example, you might start with geo-based Addressable TV using your existing ad server and a DAI partner, then gradually layer in more advanced segments as data governance and product design mature.

A smart way to start is with limited, well-defined pilots. Pick a clear use case: postal-code targeting for a retailer, telco campaign aimed at high-speed broadband prospects, or automotive advertising around key cities. Work with a handful of trusted agencies, set up robust measurement, and document both the wins and the operational pain points. This approach lets you refine your workflows without exposing your entire business to risk.

The danger of waiting for the “perfect moment” is that the market rarely stands still. Competitors may launch their own Addressable TV offerings and capture the narrative with agencies. Once buyers build planning habits around those partners, it becomes harder to dislodge them later. Starting earlier, even with a modest feature set, positions you as a partner that is learning and evolving, not one that is lagging behind.

There is also an internal benefit to starting sooner: your product, engineering, and ad operations teams gain real-world experience with Addressable TV. They learn how cue signalling interacts with live workflows, how different device types behave, how to handle reporting, and where data quality issues appear. These lessons are difficult to absorb purely from documents or vendor demos.

So when is the right time to start Addressable TV? In most cases, the answer is: as soon as you have stable CTV traffic and at least one motivated buyer who wants to test. From there, you can scale deliberately, adding more segments, formats, and channels as the business proves itself. The key is to view Addressable TV not as a one-time project, but as a capability you build step by step – starting now, not someday.