Addressable TV is presenting advertisers with a range of new options, audiences heard at ISBA’s recent event dedicated to the new technology.
It gives broadcasters the ability to show different ads to different households while they are watching the same programme. Ultimately, advertisers can move beyond large-scale traditional TV ad buys, to focus on relevance and impact, with Addressable TV.
“Data means the world of TV buying is changing. Our members need to be up to speed on what this means and how to react, so we are doing all we can to give them opportunities to learn about this fascinating new area of TV,” said Bobi Carley, head of TV & video at ISBA who chaired the event, which was supported by Thinkbox. “It changes all the time so we will keep tabs on how Addressable TV is evolving and its implications.”
At the event, the challenge of exploring the potential of Addressable TV, while continuing to run linear TV advertising campaigns, was debated by experts from Sky, ITV and Channel 4. Nigel Walley, MD of Decipher (pictured below) set the scene for the debate by exploring what Addressable TV is and outlining some of the opportunities it presented.
To find out more about Addressable TV and ISBA’s work in this area, contact Bobi Carley and read the ISBA White Paper The launch of The Emerging Context for TV Addressability.
In the White Paper, the growth and development of the technology was tracked and the benefits of Addressability.
Following up on the success of the breakfast event, ISBA will be running workshops in Addressable TV so interested members can have a more intensive masterclass in the technology and what it offers advertisers.