FORT LAUDERDALE — Last year was been characterized by the industry wondering when TV platforms would open up to support addressable TV advertising. This year seems to have been characterized by actual roll-out. Next year could mean larger-scale adoption.
“The concept of being able to target according to CRM data on television is crazy-unique,” says Eyeview CEO Oren Harnevo, whose company helps deliver addressable-TV ads. “It hasn’t really started to scale. This year is a very big opportunity for brands to put more money in.”
“MSOs and MVPs have done a really good job in terms of opening up their data. Digital has been growing so fast and has been so accurate. When they open up, agencies, marketers and the vendor community start to take it in. Now there’s a wave of this starting to happen.”
Eyeview this month placed at nine in Deloitte’s Fast 500, an index of annual growth in technology, media, telecommunications, life sciences and energy tech companies in North America.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreaton this page.