LONDON — Ad traders are adjusting to what they see as a two-speed video advertising ecosystem, as broadcasters are slower to adopt new-wave data-driven ad targeting techniques see in online.
“TV has a very successful model,” SMG UK digital trading director John Baylon tells Beet.TV. They need to be very careful about not disrupting that forward with regard to moving to an automated model.
We’re seeing a very slow ace of development in that area (in TV). We’re seeing a two-tier approach to the dynamics of the market.”
On the other hand, online platforms are offering ad buyers highly targeted and automated solutions, Baylon says.