LAS VEGAS — Over-the-top services represent the next phase of distribution for traditional pay TV programming, says Greg Ireland, Research Director in the Multiscreen Video Program at IDC, in this video interview with Beet.TV. In turn, this shift will drive new ad experiences.

“Where we are now with more mature over-the-top services is there are great opportunities to move some ad spend and develop ad technology to enhance and optimize those ad experiences for consumers, publishers and advertisers on those OTT platforms,” he says. As such, expect more highly targeted ads via over-the-top services.

Don’t expect mass cord-cutting, or the demise of traditional pay TV providers, he adds. “What is revolutionary is we are seeing the emergence of Sling TV, or rumblings from Verizon or rumors about Apple that consumer choice for more options to access linear programming is now a reality. That is revolutionary in the sense that consumers have more choice.”

We interviewed Ireland at the NAB Show. Beet.TV’s coverage of the show was sponsored by Akamai.  Please find more coverage from Las Vegas here.