That's what VivaKi video guru Tracey Scheppach just said on OMMA Video's opening agency panel. Instead of focusing on adding interactive TV features to cable TV advertising buys, Scheppach said Canoe
should first begin by unlocking the data stream that will finally make TV advertising addressable, and more competitive with online advertising targetability.
"Addressability and data is where
we need to be now," she said, describing "interactivity" as a "nice, add-on thing."
Scheppach