Vizio reports that addressable campaigns can now reach more than 11.2 million of its smart TVs with ads dynamically inserted in live programming. 

The number represents a milestone for Project OAR, the addressable advertising consortium founded by Vizio and TV networks, said Adam Gaynor, VP network partnerships and head of addressable for Vizio and OAR. 

"Addressable has arrived," Gaynor declared. "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,”

AMC Networks, Fox and WarnerMedia are among the networks that have executed national addressable campaigns using the OAR standard. (WarnerMedia has also just been announced as the first programmer to participate in Comscore's national addressable measurement trials.)

Discovery is now "out of the test phase and bullish to begin live addressable campaigns,” said Steve Silvestri, senior vice president, advanced advertising at Discovery. “Programmer enablement represents a massive growth opportunity for the addressable marketplace and is bridging the divide between linear and digital, allowing advertisers to reach valuable audiences in a premium and brand-safe environment, across all platforms and at scale.”

Univision joined the consortium in Q1 2021 and is planning addressable beta trials across its Spanish-language television portfolio, including broadcast networks Univision and UniMás, and cable networks TUDN and Galavisión.

Vizio says it has begun providing OAR certification to vendors that work directly with Vizio on watermarking and decisioning technologies.