LONDON — The US is not the only TV market where census-level data has begun to be used to target television advertising campaigns.
The technology is also being deployed in other markets, too, according to one of the industry’s top media measurers.
“I think census-level data is very much a reality now,” says Margo Swadley, UK TV measurement MD of Kantar Media.
“It’s been a part of the Netherlands online currency for over a year now, and, in fact, they’ve had advertising as well as programming in there for almost a year. So it’s very much a reality, it’s happening.
“It’s happening in the Netherlands from an online perspective only, about to happen in Norway. This year is their year of preparation and, in January 2018, Norway will have a currency that includes online and offline… out-of-home as well. It’s no longer a dream.”
Next-up, however, Swadley wants to get YouTube and Netflix involved in the opportunity, she says in this video interview with Beet.TV.
This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.
