COLOGNE — The TV times are a-changin’ – but that change won’t necessarily come all in one go. For TV industry professionals to adopt newfangled advertising technology already popular on the internet, it must first work alongside the very linear industry many believe it will unseat.

“Consumption of TV content is changing…,” Jana Eistenstein, EMEA MD of Videology, a video and TV advertising technology vendor, tells Beet.TV in this video interview. “People are starting to consume content across devices. Viewing is shifting. In the States, ratings (are) dropping.

“Both the brands and advertisers need to understand how they’re going to reach these audiences now.”

To many, that challenge means a great migration of programming and ad dollars from traditional TV platforms to digital media. But that change should not look threatening to those in the legacy industry, Eistenstein says.

“The way they will be successful at … moving in to this new world … is if they have a standard and scaleable process to move in to the digital world that is part of the linear processes they currently follow,” she says.

“You don’t wan to stratify the two, have them separately.”

 

This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.

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