LAS VEGAS — The over-the-top business will likely see many more TV Everywhere offerings from operators as well as programmers going direct to consumers this year, predicts David Adams, VP Corporate Development at connected TV technology provider Accedo during an interview with Beet.TV at the Consumer Electronics Show.
“Both sides want over-the-top solutions, whether the operator or the media side,” he tells us. “In the near future, you’ll see virtual operators and you’ll see media companies go direct to consumers with their solutions.” Also in 2013, look for more dynamic ad insertion opportunities in connected TV ads. Already, Accedo’s platform integrates analytics, authentication and quality of service, Adams says.
Using Nielsen C3 metrics and FreeWheel tools, one of the goals for 2013 will be to bring dynamic ad insertion, after Nielsen’s three-day commercial window, into smart TVs, he explains. “We are on the side where we put it all together. We build the application and make sure it works on all platforms, whether PS3 or Samsung or LG or Panasonic,” he says. For more insight into connected TV advertising, the TV Everywhere business, and the international over-the-top market, check out this video interview.