The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a safe one, says a major-brand marketing chief.

“I absolutely think that’s going to happen,” SVP of enterprise media at Bank of America,” in this video interview with Beet.TV. “We’re doing the first ever dynamic ad insertion in to live streaming video with NBC, in sports programming.”

But Paskalis cautions that assembling a single TV ad from dozens of pre-prepared components may introduce hundreds of alternate ads that brands will need to be careful to screen.

“(They will) need to see and approve every variant of a commercial spot with appropriate safeguards,” he says. “We’re going to have to put more safeguards there. There’s going to be a technological miracle that will allow this to happen. When it does, it’s going to become the norm, not the exception.”


The video is part of preview series leading up to the Future of  TV Advertising Forum in London  You can find videos from the series here. The series is sponsored by Xaxis.