Ireland’s RTÉ Targets Dynamic Ads For Digital Player Reboot

LONDON — Irish public broadcaster RTÉ is readying to build the next generation of its multi-platform digital player brand, hoping summer-time tests of dynamic ad insertion can lead it to new riches in ad sales for live digital programming. RTÉ Player, a catch-up VOD service, first launched on desktop in 2010, later coming to mobile systems, cable and games consoles. Now the build of […]

 

Addressable TV May Not Take Off Everywhere: RTÉ’s Mullen

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 […]