LONDON – Group M’s new data-driven audience-buying unit is convinced TV and online video advertising must join together but says TV people must use all the extra tools online offers.

“The big goal and the only way to use all the benefits of online video is to combine traditional TV and online video and find a way to become one,” Xaxis‘ EMEA product development director Rosa Markarian told us at Beet.TV’s London Video Ad Strategy Summit.

“We have to be careful about one aspect – when it comes to the creative, you can’t really use all the benefits of online TV when you just take the TV spot as it is and put it online. We have so many more possibilities to customise the online spot with call-to-action buttons, customising the video player to the corporate design, to integrate social interaction button or create dynamic content video spots.”