LONDON — He’s a smart cookie who spent eight years running UK commercial broadcast leader ITV’s online commercial products. Now that he’s dedicating himself to the advanced-TV boom with ad-tech vendor Videology, how is Jon Block sizing up the sector?

“In this modern fragmented data future … one person is a member of hundreds of different audiences,” Block, Videology’s EMEA product VP, tells Beet.TV in this video interview. “All those audiences overlap – it becomes mathematically very challenging to optimise. That’s Videology’s core proposition.”

That sounds like a thorny problem, and Block is clear about both the opportunities and challenges in the emerging technology.

But one of the most appealing benefits is a big one. “Absolutely key is the improved user experience of addressable advertising,” he says. “This has been proven again and again in research.

Sky Media released a research project last year where they found channel hopping during targeted linear ad breaks was down 33%, which is an incredible figure.”

Block gave Beet.TV his framework for the pros and cons for advertisers facing the evolution of advanced TV ads…

Opportunities:

  • Reduction of wastage
  • Yield opportunity
  • Greater efficacy of advertising
  • Improved user experience

Challenges:

  • Fragmentation of viewership
  • Fragmentation of data
  • Evolution of demand
  • Complexity of audience targeting
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