COLOGNE, Germany – For marketers, there is a big upside for delivering TV ads to particular households via an “addressable” scenario. Providing ads directly generates a 20 percent boost to the effectiveness of campaigns, explains Iain Jacob, the President of Dynamic Markets at the Starcom MediaVest Group, in this interview with Beet.TV
Whilst addressable delivery provides value to marketers and broadcasters, there are considerable technical issues in delivery TV to on a one-to-one basis. Leading the industry is the UK. satellite broadcaster Sky with its Adsmart product, he says.
This video is part of series of videos covering DMEXCO. Please find all of our interviews from the show right here. Beet.TV’s coverage of DMEXCO is sponsored by Videology.