Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched?

The new doesn’t have to trump the old, says video ad tech platform Videology’s CEO Scott Ferber.

“We love audience buying,” he tells Beet.TV in this video interview. “However, context and content does matter. It’s not an either/or, it’s a question of additive.”

Videology has done research bearing this out, Ferber says: “We saw the same audience on different content… those consuming on short-form video versus full-episode player video … we saw a 4x different in lift on offline sales metric. That’s a big difference.”



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.