Targeted Advertising Heralds New Era of Collaboration

Broadcast brought together rival UK broadcasters to discuss collaboration, competition and building addressable advertising to challenge online platforms

TV Roundtable Participants:

  • Jessica Goodfellow: Broadcast senior reporter & roundtable chair
  • Jakob Nielsen: Finecast, chief executive
  • Matt Salmon: Channel 4, head of agency and client sales
  • Jamie West: Sky Media, group director of advanced advertising
  • Steve Bignell: ITV, sales director

UK broadcasters are building advertising solutions that are set to usher in a renaissance of TV advertising by mirroring the targeting capabilities of online platforms.

Addressable TV is a technology that allows broadcasters to insert tailored commercials into ad breaks.

The ads can be targeted via a range of criteria including age, gender, demographic and geo-location, by combining a broadcaster’s viewing data with an advertiser’s customer data set.

Media agency GroupM has established Finecast to help brands navigate the world of addressable TV, while ITV, Channel 4 and Sky are all investing to scale up their own addressable solutions while collectively beating the drum for the power of TV advertising.

For this roundtable, Broadcast asked execs from the four firms to discuss how address able TV will help them safeguard advertising revenue in the face of rising competition from the likes of Google and Facebook.

Read more on Broadcast Network here.