The deployments are different in every market around the world but, slowly but surely, addressable TV – technology which helps advertisers target individual viewers – is rolling out globally. But don’t bet on this granular-targeting super-power usurping the traditional construct of TV ad-buying – wherein the goal is to reach a mass audience, measured roughly – any time soon. In this video interview with Beet.TV, GroupM chairman Irwin Gotlieb says the two types can co-exist. “Television has enormous capabilities beyond Top of the Funnel and addressability is what enables that,” Gotlieb tells us.
Watch the video and read more on Beet.TV here.