eMarketer forecasts that ad spending on addressable TV platforms (those which allow buyers to target viewers or households) will constitute 3.7% of total US TV ad spend in 2019, an overall market which is now otherwise in marginal decline.
If the new technology is going to help restore growth to TV ad revenue, it is going to need to go large.
In other words, more TV operators are going to need to put more addressable technology in more viewers’ homes.
But that is a future Marc Cestaro sees coming in to focus.
The director and addressable lead at GroupM’s dedicated MODI Media division, in this video interview with Beet.TV, says: “I think scale comes from different places now. Scale comes from new households lighting up.
Please watch the full interview with Beet.TV here.