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{"id":70332,"date":"2020-12-07T11:48:35","date_gmt":"2020-12-07T16:48:35","guid":{"rendered":"https:\/\/www.beet.tv\/?p=70332"},"modified":"2020-12-07T18:07:12","modified_gmt":"2020-12-07T23:07:12","slug":"the-barrier-is-lower-fragmented-finecasts-harcus-on-buying-addressable-tv","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/12\/the-barrier-is-lower-fragmented-finecasts-harcus-on-buying-addressable-tv.html","title":{"rendered":"The Barrier Is Lower & Fragmented: Finecast’s Harcus On Buying Addressable TV"},"content":{"rendered":"LONDON\u00a0 –\u00a0 In the emerging world of addressable TV advertising, the dichotomy for buyers appears to be this – the technology makes buying TV cheaper than ever, yet channel fragmentation means doing so remains burdensome.<\/p>\n
Addressability allows ad buyers to target ads at particular groups of viewers – sometimes even individual households – thanks to viewing platforms’ audience identifiers.<\/p>\n
But Harry Harcus, the managing director of GroupM’s specialist advanced TV buying unit Finecast, says the many connected viewing devices and programming providers nevertheless makes for complexity.<\/p>\n
Fragmented opportunity<\/h2>\n
In this video interview with Beet.TV editorial advisor Jon Watts, Harcus says: “The barrier to entry (to TV) is just lower than it used to be.<\/p>\n
“In a year of the pandemic, we’ve seen small – often, direct-to-consumer brands – coming through with much lower budgets, still able to produce fantastic TV creative, but able to target an audience that’s very specific to them, whether that is demographically, geographically or around very specific behaviors and sections of the audience.”<\/p>\n