CHICAGO — Addressable or targeted digital video ads comprise about 10% of the online video ad inventory, but that will likely grow given the efficiency in targeting, says Mike Zeman, VP Solutions at Publicis Groupe-owned VivaKi Nerve Center. Beet.TV interviewed him at the Beet.TV Video Advertising Summit in Chicago.
"The ability to remove waste from the system is something that always resonates with advertisers so I definitely think it will continue to grow," he tells Beet.TV in this video interview. He explains that the digital advertising world is still divided into two markets — experiential and addressable. Experiential ads refer to high-end, premium placement runs that are less about audience makeup and more about making an impact, whereas addressable online video refers to using video to reach a particular segment. VivaKi aims to help its clients with video targeting through its Audience on Demand trading desk, the addressable media buying practice at Vivaki that helps brands buy digital ads on a targeted basis. VivaKi has worked with Videology to build the platform as well as vendors like BlueKai and Nielsen.
"We have developed a list of sites with quality environments that our advertisers want to be associated with," he tells us. "We can find individuals who meet our target criteria, bid on impressions delivered to them, and generate a higher return."