LOS ANGELES — Creative is just half the battle. Getting your beautiful video ad to viewers eyeballs is the way to really pay off.

“You can have the best campaign ever – but, if the ad doesn’t get to the right station at the right time, then everything is lost,” says business development SVP Mike Palmer of ad tech vendor Mediaocean.

“If the production and processing of those files getting to the TV stations is still very manual, you’re not going to be able to take advantage of the things that addressable TV and programmatic offer you.”

Mediaocean claims to update video ad asset management from a reality Palmer says is still all about spreadsheets, emails and faxes.

We interviewed him at the 4A’s annual leadership meeting. See the rest of our coverage here.