OTT Question Time #23 – Addressable Advertising

It’s been nearly two months since ITV launched its new addressable advertising platform, Planet V, and at this week’s OTT Question Time (Thursday 26 Nov) one of the architects of the service, Rhys McLachlan, joined our panel. Together with Leon Siotis, President EMEA of SpotX and John Tigg, VP & Managing Director, EMEA at Cadent, we talked all things addressable including:

• The different flavours of addressable TV advertising
• The size of the addressable market both in the UK and the rest of the world
• Addressable yields – in and of themselves and compared to linear
• The concept of “reach” in an addressable world
• Standardising measurement
• The role of programmatic
• And the prospects for the addressable TV market over the coming years

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