The TV industry must quickly pivot from delivering broadcast advertising to building a meaningful component of “addressable” narrowcast ads into their offering, according to Simon Ryan, CEO of Dentsu Aegis Network ANZ.
Speaking at MCN’s PartnerFronts, Ryan said a failure to keep pace with international developments may otherwise result in TV networks losing relevance – Dentsu Aegis oversees around a quarter of media spend from agencies in Australia.
Addressable TV advertising, according to MCN’s definition, means delivering specific ads in real-time to audience segments at a device level for IP-related content and household level for linear broadcast platforms.
“The key challenge is, to remain relevant. What can TV deliver from addressable advertising, one-on-one communication and delivering it through data?” said Ryan.
Across all devices, “the landscape is moving a lot more to addressable advertising,” stated Ryan, with return on investment and efficiency top of client agendas.
Ryan also claimed Dentsu Aegis data initiatives, set to launch early in 2018, would give its clients “10-20% advantage on targeting”.
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