CHICAGO — So-called “addressability” promises to make every individual TV set as targetable to advertisers as internet-connected devices are today. But that’s not going to happen at scale without a big shift, says an investment advisor and consultant.
“Buying audiences in a more targeted fashion is antithetical to the way television sellers package and sell their programmes for advertisers,” Vertere Group CEO Tim Hanlon tells Beet.TV.
“That’s a fundamental change in the way buying, selling and valuing inventory of television and video occurs. Technology is not the problem – the business models and people are.
“Right now, addressability is only in the realm of local spot cable, satellite … the magic happens when all of the advertising opportunities are made possible … That’s not going to happen until the business models change in a much higher order.”
He was interviewed by Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.
