Why Marketers and Media Firms Are So Excited About Addressable Advertising

Execs from Honda, Deep Focus, Assembly and Modi Media explain

Headshot of Michael Burgi

With all the recent tech developments in TV and video like programmatic and over-the-top, addressability hasn't been getting many headlines. But during this relatively quiet period, the number of addressable homes across the TV landscape has surged to around 48 million, close to half of all wired homes in the U.S. And given that the first addressable ad was bought way back in 2003 and reached just a few thousand homes in the greater New York City area, the ability to deliver one-to-one advertising on TV has come a long way.

Adweek, along with partner AT&T AdWorks, convened a panel of experts to discuss the opportunities in advanced TV and video, and more specifically in addressable advertising. The roundtable discussion included Mike Bologna, president of GroupM's advanced TV unit, Modi Media; Ian Schafer, founder and chairman of Deep Focus; Tom Peyton, avp of marketing operations at American Honda; Francois Lee, evp and investment director with Assembly; Rob Norman, chief digital officer of GroupM; Lou Paskalis, svp, enterprise media planning, investment and measurement executive at Bank of America Merrill Lynch; and Rick Welday, president, AT&T AdWorks. 

This video features highlights from the conversation, which was held at AT&T's offices on Sept. 28.

@michaelburgi michael.burgi@adweek.com Michael Burgi is Adweek's director of editorial partnerships.
Publish date: October 5, 2016 https://dev.adweek.com/tv-video/why-marketers-and-media-firms-are-so-excited-about-addressable-advertising-173874/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT