And in the real world Rhythmne news13 Aug 2018 10:08
Audience fragmentation is old news – ‘TV is now everywhere’
South East Asia may be behind its Western counterparts in the adoption of addressable TV, although signs in the market suggest the tide is now turning. But with viewers increasingly using mobile streaming and video-on-demand services, it’s a trend marketers and broadcasters can no longer afford to ignore
August 13, 2018 8:01
Paid for by RHYTHMONE
Meanwhile, RhythmOne is beginning to bridge these gaps in the ecosystem by integrating its ad-buying technology not only into the apps, but into the TV hardware itself, through deals with the likes of Sony, Panasonic and LG.
As such, while addressable, connected TV may be far from mainstream in South East Asia, marketers need only look to neighbouring Australia to see where the land lies. Though often pigeonholed in the same market development as the US and UK, Australia was likewise a late bloomer to addressable TV.
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https://www.mumbrella.asia/2018/08/audience-fragmentation-is-old-news-tv-is-now-everywhere