LONDON — New Jersey-based addressable TV tech outfit Invidi is set to cross the pond next year, when it powers its first European client business.

Speaking with Beet.TV in this video interview, CEO David Downey reveals the company’s technology will underpin a launch by Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting.

The European addressable opportunity is a world away from that in America.

“It’s quite different,” Downey says. “As we head around the world, that same concept of two minutes an hour is not as prevalent. You’re dealing with a broadcaster, which has 24 hours a day of inventory availability, as opposed to the way it works in the United States in the MVPD community, where they own two minutes per hour for their advertiser capability.

“Europe is playing a bit of catch up in terms of addressability. But this is a very sophisticated system. This has the potential to really demonstrate to the rest of the world the power of addressability.”

Privacy concerns have previously been said to slow the rise of addressable TV in European countries like Belgium. Downey says his system includes sophisticated control over the targeting of viewers.

European broadcasters have already been delivering addressable campaigns using HbbTV technology from rival Smartclip.


This video was produced at the Future Of TV Advertising Forum presented by Xaxis. You can find more videos from the Beet Retreat on this page.