LONDON — Advertisers are being urged to quit viewing spending allocation as an “either-or” between TV and online video, and instead buy both together for campaigns.
“We’re entering in to an economy where there are friends with benefits – video and TV working together,” says video advertising technology platform vendor Videology‘s head of global TV strategies Rhys McLachlan.
“Video remains the pre-eminent advertising format available to the market. Linear will remain the most compelling and powerful entertainment format and the go-to advertising format. There doesn’t seem to be any demonstrable decline in consumption - if anything, video is going from strength to strength.”
Beet.TV spoke with him at the FT Digital Media Conference. To view all our coverage of the conference, please visit this page.