MediaVest is loving the new local ad-targeting powers bestowed upon it by new “addressable” TV initiatives offered by Directv, Dish TV, Cablevision and Comcast. In fact, the ad agency has bought over 70 campaigns for more than 30 clients this way. But now the firm wants a bigger footprint.
“It is the two minutes of local inventory that those operators control (which is available on an addressable basis),” MediaVest’s advanced media SVP and director Jonathan Bokor tells Beet.TV in this video interview.
“We still haven’t crossed over in to national cable inventory. Eventually, (advertisers) are going to start filing up that local inventory and need to find new sources.
“It’s critical that MVPDs (multichannel video programming distributors) and networks come to an agreement on how they will make the capacity available to national cable networks.”
Bokor was interviewed by Beet.TV in Manhattan at TubeMogul’s event to launch its new programmatic TV advertising suite.