You will hear about the arrival of addressable TV advertising in the Netherlands thanks to enablement on set-top boxes at Pay TV provider Ziggo. Talpa Network will outline the audience segmentation opportunities it can now offer, spanning everything from geography and family composition to viewing habits or the energy efficiency label given to a building. An early addressable campaign by the National Postcode Lottery, using nine regional variants, boosted engagement by 15% and spontaneous brand recall by 10%, while research from Memo2, commissioned by GroupM and collaborating video partners including Talpa Network, showed that customised addressable spots can increase effectiveness by up to 30%. We consider the impact addressable TV will have on the Dutch media market if these real and projected gains can be repeated at scale.