LAS VEGAS — European advertisers are taking to video advertising and so-called “programmatic” online ad technologies at varying progressive degrees, according to GroupM Interaction UK MD Jakob Nielsen.
“(In the) UK … TV buyers are constantly looking to new audiences,” Nielsen tells Beet.TV in this video interview. “With video… in the diminishing-return space, all of a sudden we can find a new audience.
“Broadcasters in the UK, I feel, are very progressive at participating in this space. If you follow Channel 4… they are having a programmatic strategy – they now sell some of their core audiences programmatically as a broadcaster – that’s quite progressive.
“Videology … is a great technology that will enable us to … create similar audiences to TV audiences… ABCS1s etc… (we have) started shifting TV spend in to video spend.”
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