(VIDEO) Omnicom Experimenting With Versioning Of TV Ads In National Units

LAS VEGAS - Until addressable television advertising achieves greater national scale with less system-by-system logistics, what excites Omnicom Media Group's Chris Geraci is the potential versioning of commercials. It would involve having versions of creative within a national commercial unit to appeal to different households.

"We're just beginning to experiment with one company that's involved in that," Geraci, who is President of National Broadcast for the media agency group, says in an interview with Beet.TV at CES 2017.

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