CHICAGO – The emergence of targeted, household-level TV advertising, will spawn a “renaissance” of creative ad making, says Tracey Scheppach, EVP of Precision Video at Starcom MediaVest Group, in this interview with Beet.TV
She explains that creativity will be essential in delivering the right message to the targeted household. But this renaissance is not happening quite yet. It will follow the media and money when more cable operators provide addressable technology. Today, only 42 million homes have that capability, explains Scheppach.
The topic of addressable TV advertising will be the subject of leadership summit at Cannes Lions this month. It will feature Scheppach, GroupM’s Irwin Gotlieb, Modi Media’s Mike Bologna, AT&T’s Mike Welch and investment banker Terence Kawaja. The event is being produced by AT&T Adworks in partnership with Beet.TV