The advertising publication AdExchanger posted a January 4 article featuring an interview with Sorenson Media CEO Marcus Liassides. Here are a few takeaways from the post titled “Sorenson Media CEO: Addressable TV Will Put More Power Into Programmers’ Hands.”
Despite a rise in cord cutters, broadcasters can use advanced TV data to increase revenue
“As someone moves from pay TV to Netflix, they’re essentially removing lots of ad impressions from the space. It’s not just about cutting the cord,” Liassides is quoted in the article. “It makes ad inventory much more finite and affords [programmers] an opportunity to drive up prices if you have the right capability with data…. We’re moving toward a world where audience data can be much more actionable”
Addressable TV can only flourish if data is accessible
“The vMVPDS have always had a lot of data, and part of the frustration from the ad and [TV] station community is that data has been closed up with the operator.” Liassides explained to AdExchanger. “There was an ability to access some of that data if you bought ad campaigns through Comcast, for instance, but if you’re a station or an advertiser, you weren’t getting much data back from MVPDs as a whole.”
Finding solutions to addressable TV obstacles
Liassides also spoke to AdExchanger about the solutions Sorenson Media provides.
“Before you even get to advertising, programmers and content owners need to understand their audience at an individual level, not at a modeled-out level. Initially we focused on taking analytics and data products to market with a number of large station groups and large networks,” Marcus explained.
“What we’re focused on now is partnering and working with TV manufacturers and stations to help them move into other revenue opportunities. We’re focused on the roll-out of an addressable TV platform, which will open up a vast amount of inventory that isn’t currently addressable.”
Click here to access the original article.