LAS VEGAS — Its pay-TV rival Sky may have been first to market to offer highly-targeted, addressable TV advertising capability – but, for UK cable company Virgin Media, moves including a partnership on the technology with Sky itself are paying dividends.<\/p>\n

Now Virgin Media’s owner wants to replicate the impact across its global footprint.<\/p>\n

In this video interview with Beet.TV, John Paul, Liberty Global’s MD, advanced ads and data, described the power of targeted TV advertising.<\/p>\n

“(The relationship with) Sky has been very successful and the partnership there really just grows that scale in the United Kingdom,” he says. “We’re doing the same thing in other markets, like in Belgium. So, it’s really about accelerating that business.<\/p>\n

“It opens television advertising up to the world. While the CPMs are higher, the total campaign costs can be lower, and because of the targeting ability, which opens up local opportunities, there is an entirely new set of advertisers, which is very exciting.<\/p>\n

“I think that it’s not going to replace national brand-building advertising, but it’s this amazing new tool that allows broadcasters and sales houses to go into a brand with a much broader capability in being able to engage customers.”<\/p>\n

Liberty Global\u2019s footprint number<\/a>s 14 countries, many of which are rolling out addressable advertising opportunities for buyers. They are\u00a012\u00a0in Europe and two in Latin America, including\u00a0Belgian\u2019s Telenet, Germany\u2019s Unitymedia, eastern Europe\u2019s UPC, Netherland\u2019s Ziggo and, since 2014, UK cable operator Virgin\u00a0Media.<\/p>\n

Paul has\u00a0previously<\/a>\u00a0told Beet.TV how\u00a0the UK’s Virgin Media, one of the largest in Liberty Global\u2019s portfolio, is now\u00a0going to market<\/a>\u00a0with an addressable offering. But, like most of the stars in Liberty\u2019s constellation, the company lets networks sell their own ads in to the inventory \u2013 Liberty Global\u00a0rarely sells on their behalf.<\/p>\n

Paul describes it as a “meta-aggregator” strategy, enabling broadcasters on Liberty Global-owned operators to sell their own ads.<\/p>\n

“We’ve been able to move the needle with that in Belgium, United Kingdom, Ireland,” he adds. “Now it’s shifted from us trying to convince the broadcasters to them now knocking on our door saying, ‘We really want this. We want it for linear and we want you to help us monetize non-linear as well’.”<\/p>\n

This video is part of Beet.TV coverage of CES 2019.\u00a0 \u00a0The series is sponsored by NBCUniversal.\u00a0 For more coverage, please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS — Its pay-TV rival Sky may have been first to market to offer highly-targeted, addressable TV advertising capability – but, for UK cable company Virgin Media, moves including a partnership on the technology with Sky itself are paying dividends. Now Virgin Media’s owner wants to replicate the impact across its global footprint. In […]<\/p>\n","protected":false},"author":15,"featured_media":58861,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7773],"tags":[5990,5991],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58809"}],"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=58809"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58809\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58861"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58809"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58809"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58809"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}