Does the coming age of one-to-one, super-personalized TV ads make the traditional process of buying ads against shows of a particular type dead in the water? Not at all, says FreeWheel agency and brand relations VP James Rothwell, whose company helps place video ads.
“Context still matters,” Rothwell tells Beet.TV. “Appointment, live viewing is very important. The first break of the firs quarter or a half-time show is still very important to a CMO.
“The inventory is not quite there yet from a programmatic point. We’ve got a long way to go before primetime and real-engagement viewing is being traded in a programmatic fashion.”
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.