SANTA BARBARA, CA \u2013 The biggest play for AT&T\u2019s new Xand<\/a>r unit is the marriage of high-quality content with technology and its satellite delivery system for addressable television, according to Horizon Media\u2019s Dave Campanelli. \u201cTheoretically, they are the first ones to put it together,\u201d says Campanelli, who is EVP, Co-Chief Investment Officer for the media agency.<\/p>\n Combining Xandr\u2019s content assets with tech and ad delivery \u201cis an exciting way to build an offering that hits both sides. It\u2019s not just data and tech and targeting and it\u2019s not just the content side. It\u2019s a good marriage of both,\u201d he adds in this interview with Beet.TV at the recent Xandr Relevance Conference<\/a>.<\/p>\n Asked about the broader application of addressable TV advertising, Campanelli<\/a> notes that Horizon isn\u2019t in the camp of those who believe that all TV will be addressable in the future. He sees it more as a complement to TV\u2019s broad reach.<\/p>\n \u201cAddressable is incredibly important and it\u2019s going to play a bigger role as time goes on and an increasingly important role,\u201d he says.<\/p>\n But there is a caveat in the use of TV\u2019s reach to influence people who may not be aware of particular brands. \u201cThe value is reaching consumers who are not in your target today but could be tomorrow. Or someone who is not in your target but could be a word of mouth to someone who\u2019s in your target.<\/p>\n \u201cSo there\u2019s a value in reaching people outside of your target and addressability is about just reaching that target effectively. They\u2019ll to coexist together but we don\u2019t see a world where it\u2019s entirely addressable.\u201d<\/p>\n How much of TV will be linear versus on demand is a different question to Campanelli, who nonetheless says the ability to reach mass audiences is crucial. \u201cAddressable is a critical complement to that but it\u2019s not the way that all of television should work.\u201d<\/p>\n