MIAMI — It’s called broad-cast for a reason. TV advertising, especially when its national, reaches a big audience.
But in that reach also lays inefficiency. If TV ads reach consumers who can’t even access the buyers’ services, that’s wastage. But new-wave TV-buying techniques, infused with data, can help the problem.
“I live in Manhattan,” Videa sales and marketing VP Archie Gianunzio tells Beet.TV in this video interview. “Every time I’m watching cable TV and it goes to break, in every pod there’s a Sonic commercial.
“The closest Sonic to me is 34 miles away and I am not going to take a bus to a train to a cab to go get a corndog at Sonic. And yet, they’re advertising on network cable.”
Gianunzio wants to solve that conundrum. Videa uses automation software to aggregate local TV ad inventory to be more sellable to a marketplace.
Videa’s private marketplace provides stations, agencies and brands with a simplified way to sell and buy local television station inventory at scale.
“Whereas, on a national buy, you can find the pockets that meet any criteria, on a local buy. in a local market, you might not find enough people that meet your criteria for it to be worth it in that market,” Gianunzio adds.
“The spot TV stations are sort of the last ones to get called up to the buffet, where national goes first. Now digital is getting a much faster look at a buyer’s budget than is spot TV.”
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 Furious Corp CEO Ashley J. Swartz.