LONDON — In the pantheon of first-party data competitors, ISPs surely wield the biggest sword. After all, they automatically know exactly which of their many services their broadband customers are subscribed to.
“Video tends to be used as a branding and attitudinal medium,” he tells Beet.TV in this video interview. “In this instance, we’re seeing great results, from an ROI perspective, in terms of driving product sales.”
Think about serving up an ad for an IPTV subscription to a customer who is currently only taking phone and broadband, for example.
That is the kind of creative and innovative thinking Astley says typifies the relatively small UK market and which he says will be on display at the upcoming Cannes Lions festival.