A cost-efficient realisation of an advanced multimedia system requires high-level memory optimisations to deal with the dominant memory cost. This typically results in more efficient code for both power and system bus load. However, also significant performance improvement can be achieved when carefully optimising the address functionality. This paper shows how the nature of this addressing code and the related control flow allows to transform the complex index, iterator and condition expressions into efficient arithmetic. We apply our ADdress OPTimisation (ADOPT) design technology to low power memory optimised MPEG-4 decoder. When mapped on popular programmable multi-media processor architectures, we obtain factor of 2 in performance gain.