Commentary

Agency TV Media Buyers May Soon Sit Atop Online Video Ad-Buying

by Richard Whitman , Columnist, January 12, 2015

Speaking with Furious Corp.'s Ashley J. Swartz, who did a bit of CES coverage for Beet.tv, Mediaocean CEO Bill Wise -- while working hard toward merging TV and online video ad-buying -- said: “They’re not converging. TV is vastly different from video, which looks and feels like ad tech infrastructure.”

But he went on to discuss a partnership his agency has set up with video advertising platform Videology and what the two are doing to marry the process of buying TV ads with buying online video ads. Because, according to Wise, they are currently worlds apart.

In terms of when the market will see increased integration between TV and video, Wise says things will change come summer and moving into the fall and 2016 upfronts. The sooner the better if you ask me. After all, many brands have put video first. But in many cases its video content and not video advertising. That needs to change fast as online video continues to take a larger slice of the eyeball pie.

You can view the entire 5-minute video here.

television, video

5 comments about "Agency TV Media Buyers May Soon Sit Atop Online Video Ad-Buying".

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Leonard Zachary from T___n__, January 13, 2015 at 8:45 a.m.
The wireless CDN platforms Verizon and AT&T are launching support linear TV to the 9s on many granualar levels and support SVOD. Insofar as TV ads, a new frontier is opening up. Looks like convergence, feels like convergence, it even quacks like convergence.....
Reply

Ed Papazian from Media Dynamics, January 13, 2015 at 9:01 a.m.

It may quack all it wants but didn't he say, " they are not converging"?

Leonard Zachary from T___n__, January 13, 2015 at 9:53 a.m.

Ed take a chill pill. Richard and I agree. Not now but very near. Quack.

Ed Papazian from Media Dynamics, January 13, 2015 at 10:10 a.m.

Leonard, I'm glad that you accept that this is a "not now" proposition. As for how soon, we shall see, shan't we? Regarding taking a chill, I did just that last week when the icy winds converged on NY City. I even quacked a few times, but to no avail.

Leonard Zachary from T___n__, January 13, 2015 at 1:58 p.m.

Make sure you visit the ESPN studios and soon.