GroupM’s Dominic Grainger: How Europe Can Hit Addressable Scale

  • Previous article
  • Next article
Thumbnail

The UK’s pay-TV company Sky has blazed a trail by serving billions of addressable TV ads, those targeted at individual households. But German addressability is limited by regulation.

Yes, for addressable TV as for plenty else besides, in Europe, things can get fragmented.

The new unit established by GroupM to smoothe the path to buying addressable campaigns by aggregating inventory has picked the UK to start. But that doesn’t mean Finecast doesn’t have bigger ambitions.

Asked what it would take for the technology to hit scale across Europe, GroupM CEO, EMEA, Dominic Grainger says in this video interview with Beet.TV: “I think it requires a really appetite from the different broadcasters to invest behind it. And to see the future.

Watch the full video and read more on the Beet.TV website here.
 

  • Previous article
  • Next article