LAS VEGAS — The idea that advertisers can use TV to deliver personalised messaging, tailored\u00a0for individual consumers, is no longer just an idea – it is here and now, according to one ad agency boss.<\/p>\n

“We are in the age of addressability, it\u2019s here,” OMD EMEA chief digital officer\u00a0Blake Cuthbert<\/a>\u00a0tells Beet.TV in this video interview. “That\u2019s at the top\u00a0of our clients\u2019 agendas.”<\/p>\n

So how is OMD helping clients embrace the new age, when so many opportunities abound?<\/p>\n

Cuthbert says the agency is using an approach of testing and partnership.<\/p>\n

“How do we create mass personalisation?,” he asks. “We are working in very specific teams, we are putting\u00a0 <\/span>number of different specialists\u2026 a search specialist working with a programmatic specialist of traditional TV specialist \u2026 to understand what signals we\u2019re seeing and what message and content needs to happen there, across the entire journey a user has with a brand.”<\/p>\n

Cuthbert says there are so many channels and options through which a brand can now reach consumers – but it is important that campaigns do not dwell on campaign key performance indicators (KPIs). Rather, it is imperative brands and their agencies focus on the end outcomes, like sales.<\/p>\n

“The important thing is not to get caught up in the metrics as key KPIs but to use those as levers to tweak,” Cuthbert says.<\/p>\n

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605<\/a>. \u00a0For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n

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LAS VEGAS — The idea that advertisers can use TV to deliver personalised messaging, tailored\u00a0for individual consumers, is no longer just an idea – it is here and now, according to one ad agency boss. “We are in the age of addressability, it\u2019s here,” OMD EMEA chief digital officer\u00a0Blake Cuthbert\u00a0tells Beet.TV in this video interview. […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[4511,6114],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44208"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44208"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44208\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44208"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44208"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44208"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}