VOD Could Shepherd More Programmatic Buying in TV, Ashley Swartz

By on 08/29/2014 12:39 PM @daisywhitney

Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV.

“VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The inventory is a bit more controlled, it’s not beholden to a live, linear broadcast. You aren’t encumbered by a lot of the same challenges and it’s there and starting to happen….in local.” The biggest challenge though lies in infrastructure and connecting the dots. “Even if we have a wealth of data we are still encumbered with [clunky] ad serving infrastructure that is proprietary with every operator in the US, and there has to be a way to make this inventory more actionable.”

The true ROI for using more data in TV buying is the possibility not just of targeting but of eliminating waste in advertising by making more informed ad decisions, she says. Keep an eye on new data sets, such as visual recognition data, and the role they might play in TV advertising.

She adds that ad fraud remains an important topic, and the upcoming DMEXCO conference should offer an opportunity to assess how the European marketplace is handling online ad fraud.

We spoke with Swartz  for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco.  It is sponsored by the automatic content recognition (ACR) technology provider Civolution.

Please find more videos from the series here.  Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.

 

Recent Videos
image
Omnicom And Partners Push Ads To Drive Commerce: Nelson

CANNES — A common theme out of the recent Cannes Lions advertising festival is advertisers’ quest to turn messages in to actual ecommerce sales. That’s what agency Omnicom’s digital CEO Jonathan Nelson is shooting for, too, with big partners. “We’re huge partners with ...

image
How Choice Enhances Ad Engagement: true[X]’s Levy

CANNES — TV ads aren’t as effective as they could be online because viewers instinctively want to be able to exert choices over otherwise passive content. That’s according to an ad exec whose company enables that functionality. “We have incredible budgets for television commercials. ...

image
VivaKi’s Bertozzi Sees Advertisers’ Programmatic Confusion Dissipating

CANNES — The rise of automated, super-targeted advertising known as “programmatic” has been complex and fast. Sometimes, ad tech players have not helped themselves by obfuscating their offering in obtuse language. But one of the key execs in the space says he observers advertisers ...

image
Yahoo Now Reaches 188 Million Video Viewers: Utzschneider

CANNES — Yahoo arrived at Cannes last month ready to talk about video and programmatic. Lisa Utzschneider, the company’s SVP-Sales, Americas, observed that Yahoo’s video offerings now run the gamut from long-form original content (such as a custom opportunity for Honda in “Community”) to short ...

image
Ad Fraud Is An Erupting Volcano: Bank of America’s Paskalis

CANNES — After a couple of years of estimates that upwards of 30% to 50% of online ad impressions may have been fraudulently served by nefarious bots, it has begun to seem like platforms have gotten across the problem. Try telling that to Lou Paskalis, who holds the marketing purse strings as Bank of ...

image
Vivaki, Cadeon: How Ad Agencies Are Rebooting Their Programmatic Ops

CANNES — For businesses that have often preached the dangers of operating in “silos”, it’s ironic how siloed ad agencies’ programmatic ad tech operations have been within their own companies. But that is now changing, with a couple of big agency initiatives to reboot how their ...

image
Bloomberg Focused On Hiring For Digital Age: Caine

CANNES — The ongoing digital explosion is shaking up operations for publishers and broadcasters around the world, and that means recalibrating the skills you need in your team. What does that mean for one of the world’s biggest business information media companies? Asked by Mindshare NA Chief ...

image
Publicis’ Lévy Says, In Future, ‘Ideas Will Be King’

The whole of the communications business is being shaken up – and yet, one thing will remain exactly the same. “In 10 years time, as today, ideas will be king,” according to ad agency holding group Publicis’ CEO Maurice Lévy. Speaking with Beet.TV, he envisages a future industry in ...

image
Rubicon’s Stevens Sees Retailers Becoming Publishers

CANNES — If you thought it was just media companies that were selling automatic online advertising, think again. Retailers are also becoming media companies, and they are using programmatic to do it. Programmatic ad tech vendor Rubicon Project’s international GM Jay Stevens tells Beet.TV he ...

image
Video and Mobile Primed for Media Disruption, Havas’ Dominique Delport

CANNES — Video will become ubiquitous and will disrupt many aspects of the media landscape, says Dominique Delport, Global Managing Director of Havas Media Group, in this interview with Beet.TV about the future of video advertising. Consumers are engaging with video on nearly every platform and ...

image
Embrace Programmatic or Be Left Behind, Carat’s Jarvie

CANNES — It’s a given that the massive change in consumer habits and their interaction with new devices is causing great ripples in the ad business too. The byproduct of that change is the widespread creation of new technologies, says Euan Jarvie, Executive Director at Carat Global, in an ...

image
Teads Finds Success with Bet on Video Viewability

CANNES – When Paris-based Teads launched back in 2011, there was very little conversation about the viewability problems around video advertising, but that has changed and the bet by co-founder Bertrand Quesada looks like it is paying off. The company has recently raised a $30 million round and has ...

loader