MIAMI — Celebrating its third birthday this quarter is Admore, it’s a division of Frank Canella’s Canella Media, a company aiming to bring direct-response mechanisms to television.

Led by president Brendan Condon, a former AOL international ad exec, the Temecula, CA-based outfit’s platform numbers an automated system for using a single insertion order to buy across TV, one of several taking a tilt at making the industry more efficient.

“I can submit an RP or an IO electronically into your systems; we can take the assets and distribute them out to 1,200 unique partners,” Condon tells Beet.TV in this video interview.

“In the TV space, unlike digital, we don’t have a DoubleClick that can dynamically ad-serve. We have to literally take those physical properties and send them out to the stations.

“The majority of the stations today, thank god, have some technology where you can put it up on a cloud and they bring down the creative. But we still have clients on the media side that say, “No, you know what, send me a tape” … on FedEx. It drives me crazy. But they have great viewing audiences, so it’s worth it for us to do that.”

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.