COLOGNE — In the last few years of advertising technology innovation, many ad-tech vendors’ sales strategies have looked like an aggressive playbook for disruption.
But the TV industry industry looks far less tolerant to that kind of enforced change. After all, it remains fairly resilient, and holds a lot of the cards still in its pocket.
So, to change TV, ad-tech vendors are going to have to more softly work to, not against, broadcasters’ business structures.
“As TV consumption moves across different channels, having data-driven advertising becomes a reality,” according to Videology EMEA MD Jana Eisenstein, whose company has so far worked on online video advertising but is also addressing TV. “We’re working on data-enabled TV with clients.
“We’re getting prepared to shift in to data-enabled TV. We need to move forward with the TV industry – not going in and shaking things up but building on what’s already established. Examples would be things like:
- “Managing compliance workflows, task management.
- “We need to understand how to deliver fixed-price, fixed-volume deals – very important in TV advertising.”
“It’s all about being abel to deliver solutions that represent the TV ecosystem requirements, using digital tools.”
Eisenstein says IAB Europe’s report in September, showing programmatic trading accounts for 25% of video spending in EMEA, means an opportunity for growth.
This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.