For Addressable TV Advertising, Linear TV Trumps OTT says TDF’s Grivet

Addressable advertising on linear television is a difficult thing to do from a technical standpoint, leading some to question why it’s worth the effort when targeted advertising on over-the-top inventory is more widely available. For TDF’s group head of broadcast development Vincent Grivet the answer is simple – OTT still can’t compete with linear TV when it comes to reach, for now at least. In this interview, Grivet discusses how addressable advertising on HbbTV-enabled TVs is evolving, and outlines some of the technical barriers to true spot replacement. Filmed at TV Rise 2019 in San Sebastian.