So-called addressable TV is lighting the way for new brands toward a kind of future TV advertising that is customized and targeted at individual households.

That’s bringing in new, smaller advertisers for which TV may previously have been too costly. But one surprising new group of buyers is those from overseas.

At Cadreon, IPG Mediabrands’ ad-tech unit, advanced TV VP Amy DeHaen describes the main three kinds of addressable ad buyers currently in-market:

“You have one bucket of clients that is it a complement to their overall schedule and they’re looking at it from a test-and-learn perspective.”

“Then you have another bunch of clients that are looking at it from a new way to get involved in TV, (for whom) TV might have been too massive or expensive.”

“We’ve also had clients come from an international perspective, utilizing it from the entree in to the United States, which is a new perspective.”