COLOGNE — Over the last couple of years, many broadcasters and advertisers have been getting excited about so-called “addressable” TV – the ability to target advertising at individual households, in which consumers have distinct characteristics.

But “addressable” may not take off everywhere.

“Each market is a little bit different,” says Conor Mullen commercial director of RTÉ, the Republic of Ireland’s national radio and TV broadcaster.

“If you want to target a particular county within Ireland, you can do that with the web now. If you start doing that, you reduce the overall inventory as to what you want to advertise to.

“In a (larger) market like the US where you’ve got different scale, it probably has a greater opportunity.”

 

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