We Need to Simplify Addressable TV for Advertisers

One of the early fears for broadcasters was that addressable TV would cannibalise linear TV budgets, but the opposite is true and it generates incremental revenue, says Harry Harcus, managing director for GroupM’s Finecast in the UK. However, for buyers the barriers to entry into addressable TV advertising for brands and smaller agencies are still very high due to the number of walled gardens buyers are confronted with in the UK market. Harcus also discusses the ongoing issues with measurement of addressable TV inventory, and how addressable TV advertising isn’t yet cannibalising linear TV advertising budgets. Filmed at the Cannes Lions Festival 2019.