GroupM’s Clive Page Explains the Role the Addressable TV Unit Plays within WPP

It is sometimes difficult for agencies to settle on who is going to be responsible for addressable TV advertising. On the one hand you have the ‘traditional’ TV traders who have operated successfully for years, but now skills that are more commonly associated with digital are required to get the best out of the data, measurement and targeting options available. GroupM’s solution has been to set up a dedicated addressable TV division which now has an office in London alongside New York. Here Clive Page, Senior Operations Director for Addressable TV at GroupM, explains how the division works and the relationship it will have with the other WPP media agencies.