HTML5 and targeting technology will drive more measurable ad buys across all screens, says Tim Street, VP of business development at in-stream ad-insertion company mDialog, during a Beet.TV live show at the National Association of Broadcasters' Show in Las Vegas. His firm delivers commercials across platforms, including mobile devices as well as for VOD, linear and live TV broadcasts.
The HTML live streaming format can give broadcasters more flexibility to deliver content, ads and targeted advertising, he explains. Using HTML 5, mDialog can create interactive, addressable overlays to run across platforms. "We can switch things out in the stream. We can switch from programming to a commercial break…We can go from a national avail to a local avail," he explains. For more details on these tools and on bundling of TV buys, check out this video interview with Ashley Swartz, founder of Furious Minds, who helped Beet.TV moderate this session. Swartz is former SVP and leader of the interactive video practice at Digitas.
This segment is part of a live show produced at the NAB Show in Las Vegas by Livestream.