Two Steps To Scaling Addressable TV Heights: Invision’s Marshall

FORT LAUDERDALE — This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a US TV industry that is worth circa $75 billion. “There’s two parts to scaleability with addressable:,” says Invision CEO Steve Marshall, whose company helps deliver ads to “addressable” […]

 

Programmatic Buying Moves Closer to TV, Brings More Digital Dollars, Invision’s Marshall

One of the biggest challenges in selling video in a package across both TV and digital screens has been the use of different metrics, but that’s poised to change with audience buying strategies, says Steve Marshall, CEO of multi-platform advertising sales software firm Invision, in an interview with Beet.TV. As the TV industry begins to integrate capabilities […]

 

Programmatic TV Going From Seed To Roadmap: Havas’ Keller

It’s taken some time to convince them, but advertisers are now on-board and enthusiastic for the various ways “programmatic” ad-buying can help them better target and automate their messages. Havas Media channel investments EVP Melissa Keller says her agency has gone from “seeding” experiments with clients last year, to implementing full-on “roadmaps” this year, in an […]

 

Programmatic TV Challenges: Transparency And Management, Execs Say

Slowly but surely, television is opening up to the “programmatic” ad sales revolution that has happened in online display and video. What are some of the biggest inhibitors? One factor is lack of a common, open format for audience targeting data, says Havas Media channel investments EVP Melissa Keller. In an interview with Beet.TV, she targets […]