LONDON — In the pantheon of first-party data competitors, ISPs surely wield the biggest sword. After all, they automatically know exactly which of their many services their broadband customers are subscribed to.
Marketing the missing services using video is something video ad tech firm Videology is helping one UK telco do, according to UK MD Rich Astley, who would not name the client.
“Video tends to be used as a branding and attitudinal medium,” he tells Beet.TV in this video interview. “In this instance, we’re seeing great results, from an ROI perspective, in terms of driving product sales.”
Think about serving up an ad for an IPTV subscription to a customer who is currently only taking phone and broadband, for example.
That is the kind of creative and innovative thinking Astley says typifies the relatively small UK market and which he says will be on display at the upcoming Cannes Lions festival.
We interviewed Astley as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.