MIAMI — “Never the twain shall meet”, the saying goes. But, in the historically-separate worlds of TV and online ad sales, the walls are finally starting to come down.
“Convergence is a word that comes up in every single panel that we’re all at, but convergence is real,” says Jason Burke, VP of strategic development at Clypd, a software company helping TV companies tool up to sell to modern marketers.
“We’re seeing unification of sales teams. Traditionally, digital and linear TV sales teams are separate. Now they’re starting to come together. You see the same thing on the agency side. It’s not happening overnight, but it’s starting to happen.”
This year, Clypd has been staffing up for Europe expansion after taking investment from German media conglomerate RTL Group.
Fox Network Group and Discovery are using Clypd as part of their work with ad buyers through their 2017 upfront ad sales season.
And Burke says upfront and scatter TV ad sales are not going away any time soon, though their yield is being boosted by new technologies.
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
This interview was conducted by Matt Prohaska, CEO of Prohaska Consulting.