As online video’s advertising growth gathers steam, the two disciplines from which the format is drawn are converging, according to one ad tech exec.
“TV buyers really want to learn from digital, and digital buyers really want to learn from TV,” says Turn emerging media general manager Chris Smith. “You’re starting to see more hybrid roles between digital planner and TV planner.”
“We still have a lot to learn with the operational workflow from the TV side,” Smith adds.
He was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.