Few things waste time like an irrelevant ad. Advertising that misses the mark or wasn’t money well spent frustrates audiences, brands and agencies alike.
It is a problem that has long faced TV, given its strength of low-cost mass reach can be the exact weakness programmatic has revolutionised in other digital formats. With few targeting attributes beside demographics, traditional television creative risks irrelevance by reaching for the masses. Connected TV promises to change all that, or at least for the brands ready to take on the opportunity.
UK connected TV user numbers are forecastto grow from 40.9 million...