Promising the ability to showcase different ads to different households while they're watching the same television program, addressable TV is hot news on all sides of the industry – and will be the focus on The Promise of Addressability (in association with ThinkTV) panel at the AdNews Media + Marketing Summit (M+MS) in Melbourne on July 25.
The next step in the evolution of television, addressable TV will allow advertisers to move beyond traditional large-scale ad buys to focus more expressly on relevance and impact.
This will allow marketers to reach more specific audiences, providing dependable ROI data, as well as greater creative flexibility. Addressable TV also promises advertisers the ability to gauge the performance of an ad – including engagement, brand lift and conversions.
Long predicted by media agency bosses to impact in 2018 after a decade of formative steps, the M+MS Melbourne is set to provide valuable – and timely – analysis surrounding this exciting new dimension.
With senior executives from all major TV networks gathering to explore the successes – and any potential teething issues – surrounding this new ability to deliver hyper-targeted, curated campaigns to the Australian audience, this session will deliver welcome insights on creating personalised advertising strategies.
Starting at 10am at The Arts Centre at Southbank, The Promise of Addressability (in association with ThinkTV) will feature speakers Mark Frain from MCN, Nine Entertainment Co. chief sales officer Michael Stephenson, Seven Network head of programmatic sales & audiences Luke Smith and Mediacom chief investment officer Nicole Turley. Moderator for the event will be Kim Portrate from ThinkTV.
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