Targeted advertising heralds new era of collaboration
Broadcast brought together rival UK broadcasters to discuss collaboration, competition and building addressable advertising to challenge online platforms.UK broadcasters are building advertising solutions that are set to usher in a renaissance of TV advertising by mirroring the targeting capabilities of online platforms.
Addressable TV is a technology that allows broadcasters to insert tailored commercials into ad breaks.
The ads can be targeted via a range of criteria including age, gender, demographic and geo-location, by combining a broadcaster’s viewing data with an advertiser’s customer data set.
Media agency Group M has established Finecast to help brands navigate the world of addressable TV, while ITV, Channel 4 and Sky are all investing to scale up their own addressable solutions while collectively beating the drum for the power of TV advertising.
For this roundtable, Broadcast asked execs from the four firms to discuss how addressable TV will help them safeguard advertising revenue in the face of rising competition from the likes of Google and Facebook.