ADDRESSABLE TV WHERE YOU WANT IT:
Dan Cohen, Sky
Jayesh Rajdev, ITV
Paul Gubbins, Publica
Annie Shearer, EssenceMediacomX
• Is there anything unique about operator STB viewing data as a source of intelligence for addressable TV advertising; How valuable is it as a guide to behavioural interests or household make-up? • What new intent signals can television harness for addressable TV, and what impact does it have if search behaviour (like product research, or adding items to an online basket) is used for targeting? • How do FTA DTT platforms become major players in addressable TV; How long before most retail receivers support quality HbbTV switching; What impact can broadcast FTA have in addressable TV? • How do we unify addressable advertising campaigns across the broadcast and streaming environments – what are the key challenges when adding free-to-air alongside Pay TV footprints? • Concurrent live streaming audience records are regularly broken, usually in sports, so how do we ensure that DAI copes with greater scale, and money is never left on the table with unfilled breaks? • Advertisers can target programmatically in streaming at a programme-level, and target against themes and emotions in shows, so does the contextual renaissance have legs?
