LAS VEGAS — The age of addressability is upon us, promising clients laser-targeted audience relevance – but the power will come at a price, and the potential must be carefully executed against imminent new European\u00a0legislation.<\/p>\n

That is according to one ad agency boss now helping clients\u00a0understand and benefit from the changes.<\/p>\n

“We are definitely entering an addressable age,” says\u00a0Nikki Mendon\u00e7a<\/a>, OMD’s EMEA president, in this video interview with Beet.TV. “<\/span><\/span>Personalisation at scale is the holy grail of marketing at the moment.<\/p>\n

“We\u2019re having a myriad number of conversations with clients at the moment about how to achieve that relevance for them. Using data \u2026 is the sweet spot.”<\/p>\n

OMD has been helping\u00a0clients use opportunities like AdSmart, the addressable TV offering from Sky, the UK’s pay-TV leader.<\/p>\n

“The relevance is giving very good ROI, even though you pay inflated CPMs,” she says. But other markets are less developed. Already, France and Germany are behind due to national limitations on use of data in advertising. And a big challenge is imminent across the continent.<\/p>\n

“In other parts of Europe, addressability at large is still quite fetal,”\u00a0Mendon\u00e7a<\/a>\u00a0says. “The General Data Protection Regulation (GDPR<\/a>) is coming in to force in May 2018.<\/p>\n

“If you are seen, as an advertiser, to flout any data protection rules, your penalty is 4% of your global turnover. We have to exercise some caution going in to a world of being abel to leverage trillions of data points.”<\/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","protected":false},"excerpt":{"rendered":"

LAS VEGAS — The age of addressability is upon us, promising clients laser-targeted audience relevance – but the power will come at a price, and the potential must be carefully executed against imminent new European\u00a0legislation. That is according to one ad agency boss now helping clients\u00a0understand and benefit from the changes. “We are definitely entering […]<\/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":[4511,4589],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44256"}],"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=44256"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44256\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}