Brands Mustn’t Forget TV’s Traditional Strengths When Running Addressable Campaigns says Amplifi’s Jacobs

As addressable TV advertising platforms give brands the ability to target very specific audiences on the big screen, advertisers should not forget TV’s strengths says Matthew Jacobs, senior director of global media partnerships at Dentsu Aegis’ media investment arm Amplifi Global. Jacobs argues that while in ten years time it may well be possible to target tiny audiences on their TVs, doing so doesn’t necessarily make sense given that TV’s main strength is delivering big, immersive experiences. In this interview, Jacobs also discusses the current state of programmatic TV in different markets, and why Dentsu Aegis hopes to be “100 percent digital” by 2020.