DMEXCO 2015: Addressable TV May Not Take Off Everywhere: RTÉ’s Mullen

This post was originally published at beet.tv

COLOGNE — Over the last couple of years, many broadcasters and advertisers have been getting excited about so-called “addressable” TV – the ability to target advertising at individual households, in which consumers have distinct characteristics.

But “addressable” may not take off everywhere.

“Each market is a little bit different,” says Conor Mullen commercial director of RTÉ, the Republic of Ireland’s national radio and TV broadcaster.

“If you want to target a particular county within Ireland, you can do that with the web now.

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Author : Robert Andrews

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