True programmatic TV? Just wait until at least one national TV network gets with the program.
Speaking at OMMA Programmatic, Luke Kigel, director of media & connections, Americas, for Johnson & Johnson said:
"Until we can buy television at scale, broadcast television at scale; until I can buy ABC nationally, segmented against an audience based on their behaviors, with customized messaging, executed in real time, then everything isn’t programmatic.”
Kigel went on to say companies like NBCUniversal are starting to do this. He touted Linda Yaccarino, chairman of advertising sales and client partnership at NBCUniversal for her upfront remarks.
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Maybe future consumer apps will offer more value, even with digital ad blocking programs.
Speaking at OMMA Boston, Otmara Diaz-Cooper, president/chief executive officer of Diaz & Cooper, believes consumers can then choose what advertising they want to see -- perhaps with the lure of promotional or other value attached.
“The next be-jillionaire online is going to be person that invents an ad-blocking program that is an opt-in program to where you can block certain ads but allow others... It gives the power back to the consumer.”
In the consumers’ thinking, Diaz-Cooper says: “I’m willing to quantify ...