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.