DG’s John Douglas On The Merging Of TV & Online Advertising

By on 11/27/2012 6:24 AM @

SAN FRANCISCO — Television content is no longer just for TV-viewing, and as more and more consumers view content on smart TVs, tablets and other connected devices, digital advertising is spilling over into the broadcast market.  John Douglas, Ads Service Manager at DG, spoke with us about this trend at the Smart TV and Multi-screen Advertising Summit in San Francisco.

DG is the largest distributor of broadcast content in North America, and the largest independent ad server for online content.  Douglas explains, "We’re looking to create better work flows and efficiencies for agencies that are looking to manage their campaigns across channel—TV, online, display, rich media, in-stream," etc.

In the video interview, Douglas reveals that as agencies are beginning to branch out into television and digital, the two mediums are beginning not only to work together, but to merge.  "If you look at a lot of the agencies, they’re starting to have certain groups tackle both broadcast and online, and I think that trend is just going to continue upstream.  Right now it’s mainly happening in the traffic space, but it’s also happening in the buying of broadcast media—when you buy broadcast media you’re also receiving online media impressions and so forth.  So I think they’ll be more of a merging of the activities, rather than the teams working closer together."

Douglas also talks about the difference between objectives, when it comes to TV advertising versus online advertising.  "If you look at TV it’s primarily around brand awareness," he says.  Online it’s more about call to action and driving sales.

Megan O’Neill

Recent Videos
image
Xaxis Will Use More Private Marketplaces, Less RTB

FORT LAUDERDALE, Fl – Which way is the wind blowing in the “programmatic” ad space? Away from real-time bidding and toward private marketplaces, according to one leading light. The collection of techniques referred to as “programmatic” all essentially mean ...

image
Facebook to Surpass YouTube in Video Consumption: Unruly President Predicts

LAS VEGAS – “Social video” – videos which viewers opt in or opt out of watching – is expanding rapidly, says Richard Kosinski, president of Unruly. The company, which helps brands get their assets watched, tracked and shared across the internet, focuses especially on this category of ...

image
Tastemade Puts Brand Video On The Menu

LAS VEGAS – Tastemade, a food and travel publisher and community whose producers and users publish video reviews, has steadily built up over 350,000 video subscribers on its YouTube channel. Now it is hoping more brands will take an opportunity to leverage that audience. Programming head Oren Katzeff ...

David Schlanger, WebMD
WebMD’s Schlanger Writes An Original Video Prescription

LAS VEGAS — A just-announced new video series on health innovations presented by a TV news anchor will not be the only foray WebMD makes in to video this year. Earlier this month, the health publisher previewed “Future of Health with Robin Roberts”, a digital mini-series fronted by the ...

image
Using Data Creatively: BPN’s CEO

LAS VEGAS – At CES, the amount of new technology giving consumers control – of content, of time – is ever-present and growing. “We don’t lament the control of the consumer too much,” says Rob Kabus, Global CEO of BPN. “We think that’s a great thing because it’s ...

image
HBO, CBS and Sling TV Signify Real Movement to Multiscreen

LAS VEGAS – For years there’s been chatter about moving the video workflow to IP and multiscreen, but there’s finally a lot of real movement, says Mio Babic, President & CEO, iStreamPlanet. This noise is especially evident around the recent announcements by HBO, CBS and Sling TV about ...

518607688_1_648_367
TV Advertising will be Sold by “Impression” (eventually) Group M’s Irwin Gotlieb

LAS VEGAS — The way TV ads are bought and sold is about to look a lot more like the web – but the web will have to look like TV first, says the chairman of the world’s largest media investment agency. “Television is sold on a 30-second spot basis, while digital is sold on an ...

image
Connected TVs Are Richer Ad Environments: Brightline’s Aksman

LAS VEGAS — The burgeoning array of internet-connected TVs won’t change the industry just because they are connected to the internet – they also offer new ways to interact with content. “In an OTT (over-the-top) environment, it’s a more dynamic environment,” Rob Aksman, ...

image
Scripps Networks Keen on TV Everywhere in 2015

LAS VEGAS — TV Everywhere will be a key focus for Scripps in 2015, says Tamara Franklin, EVP of Digital at Scripps Networks Interactive  in an interview with Beet.TV at CES. “We are focused on the TV Everywhere initiative so this year you will see a lot with our portfolio to make sure consumer ...

image
More Brands Integrate Social Into Owned Web Sites for Campaigns

LAS VEGAS — As brands become publishers, their Web sites have become increasingly social media-centric, which helps drive cross-screen ads, says Mitchell Reichgut, CEO and founder of the Jun Group, a digital video ad services firm in an interview with Beet.TV at CES. More big advertisers are ...

image
Cisco Boxes Clever With New STB Technology

LAS VEGAS — Cisco used its visit to the Consumer Electronics Show to talk about new set-top box capabilities it is giving pay-TV operators. Company CTO Ken Morse, in this video interview with Beet.TV, talks about: Kabel Deutschland – A new box coming next year will meld live, on-demand, catch-up ...

image
15 Billion Video Devices By 2020: Ericsson

LAS VEGAS — Networks technology vendor Ericsson has a conception of the media world in five years’ time. “The Networked Society… our vision for the year 2020 – everything that can benefit from connection to the internet will indeed will be connected,” Ericsson content ...

loader