Videology’s Scott Ferber: TV and Online Advertising to Converge, Finally

By on 01/15/2013 4:12 PM @daisywhitney

LAS VEGAS –TV and video planning have been moving closer in recent years, and all signs point to 2013 as the year the two will finally merge, predicts Scott Ferber, CEO and Chairman of digital video ad platform Videology and founder of Advertising.com, during a deep-dive discussion with Beet.TV at the Consumer Electronics Show.

“We’ve seen a lot of evidence, and I believe 2013 is an inflection year where you will see TV and digital planning happening upfront and together,” he says in this video interview. He adds that CES has become a much more vital conference for the media business because advertising is now intersecting with the consumer electronics industry.

“If I am wireless carrier, I usually make my money on subscriptions, but if I have these pipes and consumers are using these mobile devices through my infrastructure, why wouldn’t I offer them content with the opportunity for advertising in it?” he asks in this video interview. Advertisers are particularly drawn to video since consumers are watching more video on new devices, he adds.

The challenge remains with standards. While online video advertising has been able to scale due to Interactive Advertising Bureau standards, mobile is still lagging in the codification. However, Ferber expects that standards will be adopted soon in the mobile medium, which will help boost the mobile ad business. For more insight into the convergence of devices and advertising, as well as how programmatic buying may impact TV, check out this video interview.

-Daisy Whitney

 

Recent Videos
image
Yahoo’s Big Data is Now “Lit Up” on Brightroll

LAS VEGAS –  Following its acquisition by Yahoo late last year, programmatic video adtech company Brightroll is now using data from Yahoo’s one billion global users, says Brent Horowitz, VP of Business Development at Brightroll, in this interview with Beet.TV. He says that the merger has also ...

image
Programmatic TV Yields More Targeted Ad Outcomes, AOL’s Ackerman

As programmatic buying starts to take root in TV, industry players are finding benefits both in efficiency in the buy as well as in the outcome, says Dan Ackerman, Senior VP of ONE by AOL, in an interview with Beet.TV about the future of TV advertising. “We are seeing the benefits for programmatic on ...

image
TV Ad Firm Sees Growth in Addressable Buying, Invision’s Marshall

Addressable delivery of ads is on the rise by early adopters in recent years, says Steve Marshall, CEO of multi-platform advertising sales software firm Invision, in an interview with Beet.TV. Many MVPDs are moving aggressively to sell their inventory on an addressable basis, he says. “We are focused ...

image
Marketers Want Better Cross-Screen Attribution, Havas’ Keller

One of the biggest goals for marketers today lies in achieving better attribution across screens, says Melissa Keller, EVP, Channel Investments at Havas Media, in an interview with Beet.TV about the future of TV advertising. “As a media agency, our goal is to guide them through the right media mix and ...

image
“TV Everywhere” is Key Weapon for Cable Nets vs. OTT Players

LAS VEGAS – Faced with an onslaught of successful offerings from the likes of Netflix, the cable network industry is pushing back by embracing “TV Everywhere,” explains Will Richmond, editor & publisher of VideoNuze in this interview with Beet.TV He paraphrases the on-stage comments by ...

image
Presidential Hopefuls Are Turning To Programmatic TV Ads: YuMe’s McLernon

If you think it is too soon for so-called “programmatic” advertising buying techniques to jump from the web to mainstream television, consider this – the future president of the United States may already be buying TV ads this way. That is according to video ad tech firm YuMe. Its ...

image
comScore to Release Cross-Screen Video Measurement – Linear TV Measurement Next

LAS VEGAS –  Earlier this year, comScore announced plans to measure video impact across desktop, mobile, tablet and OTT with a product called Video Metrix Multi-Platform.  It will soon be launched.  Next up will be a product to measure how linear television interacts with digital, says Joan ...

image
Intel’s “Thunderbolt” Powers Big Video Workflow Across Devices, Fast

LAS VEGAS – File transfer of large video files between various production and storage devices are moving at 20 GigaBits per second via Thunderbolt 2, a technology platform created by Intel. At the NAB show, Intel demonstrated the technology which it says is 20 times faster that FireWire.  First ...

image
AOL Sees an “Open” Ecosystem in the TV Ad World

It won’t happen for a few years, but eventually television advertising buying and selling will take place, in a connected, “open” marketplace,  says Dan Ackerman, SVP of ONE by AOL: TV the newly formed adtech platform at AOL Inc. This interoperability for TV, pervasive in digital video, ...

image
Akamai Taps Adobe for Monetization of IP-Delivered Video Advertising

LAS VEGAS – As high quality,  IP-delivered video has exploded globally, advertisers have taken notice of the opportunity — . and big tech vendors and content programmers are increasingly focused on delivering advertising into millions of concurrent screens, explains John Bishop, CTO for Media ...

image
“Be Ever The Student,” MediaLink President Wenda Harris Millard Urges

Be a sponge. Don’t ever stop learning. That’s the key advice to new entrants in the ad business from industry veteran Wendy Harris Millard, president and COO of media consultancy MediaLink. “Be ever the student. Don’t ever stop understanding the broader context you are working in. ...

image
What’s Next with Premiere Pro: Adobe’s Al Mooney Talks “Project Candy”

LAS VEGAS – At the NAB Show, Adobe announced a number of new enhancements along with future plans for its popular video editing program Premiere Pro. At the show, we spoke with Al Mooney who heads the video editing product team.  We spoke  about the evolution of the software from what was ...

loader