Addressable TV extends its scope
Addressable TV used to be only available though SBS and Telenet. But Proximus recently made the option available, and RMB offered an access to the Proximus boxes that are enabled for this kind of campaigns. Now IP has announced to have reached an agreement with Proximus. It involves live and replay broadcasting.
At this stage, only Voo has no "addressable TV" option.
The extension of addressable TV to Proximus considerably expands the potential coverage. Table below shows the declared penetration of TV access providers at private household level. Worth noting that not all settopboxes are technically enabled to process addressable commercials and that the subscribers have the right to opt out.