It’s six years since Sky pioneered addressable TV with AdSmart. The promise was more granular audience data, beyond panel-based age and gender, better targeting and greater relevance to viewers.
Near real-time feedback would allow advertisers to reallocate or optimise budgets accordingly and target specific segments with specific product offers.
Has addressable lived up to the promise and what’s next? Finecast’s Managing Partner Kristian Claxton, in discussion with Direct Line Group’s head of group commercial/ performance marketing Sam Taylor, explained at Campaign360 why addressable TV is the future.
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