Addressable TV works for advertisers large and small

Addressable TV currently (2018) reaches around 40% of UK homes, a figure predicted to rise to 60% within a couple of years.

Addressable TV is not only delivering better business results for existing advertisers, it’s opening up television to smaller brands that haven’t been able to use it before.

At the I-COM 2018 conference (San Sebastian, April 2018), Graeme Hutcheson, director of digital and Sky Adsmart at Sky in the UK, said the ability to target individual homes and viewers with ads meant greater precision and more efficient advertising.

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