An Inspiring Underdog: Dentsus Cara Lewis on Addressable TVs Growth Beet.TV [Video]

As addressable TV grows beyond its roots in categories like autos, new challenges have appeared around targeting, measurement, cost and creative.

But the opportunity is also now seeing kinds of ad buyers adopting addressable.

In this video interview with Beet.TV, Cara Lewis, Chief Investment & Activation Officer at dentsu international, said the addressable ad market is maturing, but there are still obstacles to overcome for wider adoption.

Addressable TV allows advertisers to reach specific audiences within multichannel video programming distributors (MVPDs) based on known purchase intent or product usage.

It differs from broader targeting strategies that focus on signals and inferred interests rather than individual-level data. Lewis spelled out the difference:

• “Addressable TV is allowing us to, within the MVPDs, essentially reach the audiences because we know that somebody in that household is intending to buy our product or use our product.”
• “In targeting, we’re … targeting against the audiences …