CANNES — It took a while for the infrastructure to get rolling, but now addressable TV is hitting its straps.
That is the view from a growing number of executives talking about the new capability to swap out linear TV ads for targeted alternatives.
In this video interview with Beet.TV, Joel Hassell, CEO, Canoe Ventures, paints a picture of addressable’s evolution.
Pipes are laid
“Years ago, we didn’t have the infrastructure in place that needed to be in place with the distributors to be able to support it,” Hassell says.
“We’re now in a space where we actually can hit target audiences in a fashion that we couldn’t years ago.”
DirecTV also recently said the idea that addressable could not deliver scale is a “misperception” – addressable now has a 56 million-household footprint in the US, eMarketer says.
Specs help scale
Hassell says new IPTV providers have also advanced addressability as a capability.
Respectively, the standards help introduce dynamic ad insertion in TV play-outs.
Canoe is the engine
That is helping addressable capabilities get deployed in national TV inventory.
Canoe was conceived as an ambitious cable industry effort to insert ads in interactive TV
It provides integration, monitoring, resolution and analysis to improve the experience of MVPD VOD, including understanding audience target segmentation data.
Canoe has been enabling networks to sell their VOD ads for the last decade.
You are watching ‘The Advanced TV Industry Connects’, a Beet.TV Leadership Summit at Cannes Lions 2022, presented by DIRECTV Advertising.
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Beet.TV is an official partner of Cannes Lions.