In this presentation, Decipher’s Nigel Walley will look at the emergence of data-fuelled, targeted or ‘addressable’ TV advertising across Europe and the convergence of traditional and programmatic techniques for targeting, buying and measuring TV campaigns. The presentation is intended to challenge our understanding of the core concepts of ‘addressable TV’, looking at definitions, terminology and the general understanding of addressability in TV to date.
Decipher will break the TV market down into its component parts and look at the potential for each type of TV (linear broadcast, linear IP, on-demand etc) to be used to deliver addressable TV campaigns. This review will cover the basic technology differences between formats and techniques and examine the data needed around any addressable campaign. In particular, the presentation will question which parts of the TV value chain have the best opportunity to capture data and deliver addressable TV.
The presentation will also question how, when and why a brand and its agencies might consider addressable TV, either alongside existing TV activity or as a ‘digital’ replacement for it. Decipher will illuminate the presentation with examples of best practice from media markets across Europe where addressability is rolling out.
- A 75 minutes session.
- Decipher will provide an upfront course material in the form of a pre-recorded video covering the topics above, giving participants until the 8th July to submit their questions to egta. On 9th July, Nigel Walley will then summarise key points raised in the video and answer questions moderated by egta.
About Decipher: https://www.decipher.co.uk/
About Nigel: https://www.linkedin.com/in/nigelwalley/