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
