Trusted News Discovery Since 2008
One News Page
One News Page > News Videos > MTM’s Watts: The Future of Addressability Is Both Exciting and Challenging

MTM’s Watts: The Future of Addressability Is Both Exciting and Challenging

Video Credit: BeetTV - Affiliate - Duration: 05:53s - Published < > Embed
MTM’s Watts: The Future of Addressability Is Both Exciting and Challenging

MTM’s Watts: The Future of Addressability Is Both Exciting and Challenging

LONDON– Over the past decade, TV had a tough time finding its footing within the changing market.

While a look ahead doesn’t provide much immediate clarity, according to Jon Watts, managing partner of London-based MTM, this isn’t necessarily a cause for concern.

“In session after session, I think we’ve seen a TV industry coming to terms with the fact that the 2020s are going to be both exciting and profoundly challenging,” says Watts in an interview with Beet.TV.

What makes it exciting is that the industry is going through a transition towards a market that’s more addressable, connected and more competitive than ever before.

What makes it challenging is that TV is no longer operating in a purely TV industry.

Rather, there’s a convergence of TV and online.

While linear TV is still a major part of the current industry, according to Watts, nobody believes that linear will be as big a part of the market in 2030 as it is today.

“There’s work to be done on things like measurement, pricing, continuing to demonstrate the relative effectiveness of linear vs non-linear,” says Wtts.

“All of these things are coming together slowly, but I think most people in the industry would argue not fast enough.” The biggest roadblock is the current state of addressability.

Whereas addressability used to mean delivering a unique ad into an individual household that will look different than in any other household, now, the growth of data-driven linear allows advertisers to target against a wider range of attributes.

The industry has also experienced a boom in individual addressability and household-level addressability.

“A lot of what will happen over the next five years will be about knitting these things together much more seamlessly,” says Watts.

He adds that this is further complicated in the European market, which has been defined by fragmentation as of recent.

Different streaming services lead the way in different European countries, and as a result, stitching together an addressable campaign across Europe remains very challenging.

“There’s not much evidence that pan-European addressability is a problem that’s being solved for the present,” says Watts.

“But I think we’ve heard a lot over the past couple of days encouraging how it’s a problem that we will get to, my guess is around the middle of the next decade once we’ve sorted out the situation in individual markets.” This video was produced in London at the Future of TV Ads Global forum in December 2019.

This series is sponsored by Finecast, the global addressable TV company that is part of WPP.

For more videos from the series, please visit this page.


You Might Like

Tweets about this

Recent related videos from verified sources

Shaun and Carly Find Some Closure [Video]Shaun and Carly Find Some Closure

Shaun (Freddie Highmore) and Carly (Jasika Nicole) have a chance to discuss the effect of their breakup, and end up having a challenging, sad, warm, and beautiful moment that seems to give them both..

Credit: ABC     Duration: 02:31Published

Big News: From London to NYC, Jon Watts Joins Beet.TV [Video]Big News: From London to NYC, Jon Watts Joins Beet.TV

Jon Watts, the London-based media consultant, has announced a big change in his professional life:  He is transitioning out of his full-time position at MTM, the research and strategy consulting firm..

Credit: BeetTV - Affiliate     Duration: 06:41Published

Environmentally friendly: One News Page is hosted on servers powered solely by renewable energy
© 2020 One News Page Ltd. All Rights Reserved.
About us  |  Contact us  |  Disclaimer  |  Press Room  |  Terms & Conditions  |  Content Accreditation
 RSS  |  News for my Website  |  Free news search widget  |  In the News  |  DMCA / Content Removal  |  Privacy & Data Protection Policy
How are we doing? FeedbackSend us your feedback  |   LIKE us on Facebook   FOLLOW us on Twitter  •  FOLLOW us on Pinterest
One News® is a registered trademark of One News Page Ltd.