There was lots of love and even some solicitation (no, not that kind) on the stage during the TV panel, when it came to the way forward for addressable advertising. Tracey Scheppach of Starcom
recalled: "I have 10 advertisers who are actively investing in household addressability. I’ve been trying to do this since the end of 2006, and I’d say we’re not as far along as
we had hoped to be by now." That said, Scheppach provided a glowing endorsement of Verklin's Canoe: "I just want to give David a big hug and say what can I do to help you." Not only that: "Anyone in
the audience who has control of budgets should be looking into what they can do to help Canoe, because it really is the savior of television." For his part Verklin had words of praise for innovative
agencies (presumably meaning Starcom) but also said the industry isn't quite ready to make full use of Canoe's capabilities: "If we rolled out addressable advertising for 60 million households
tomorrow, the agencies wouldn't know how to buy it... and the metrics companies wouldn't know how to measure it."
