CTAM EuroSummit ’11. Cable operators need a core product if they are to be able to sell localised advertising.
Jeff Carter, CEO, Viamedia said there were a lot of similarities between the US and European cable markets, with similarities both in technology and the type of products offered.
However, no single operator had yet developed a mature offering in cable advertising, despite work from Virgin Media and UPC. “The problem is a lot of the programming in Europe doesn’t contain local avails and the industry has to start looking at that.”
Carter said it was important for advertising to be supported by the necessary audience research, such as that run in the UK by Sky.
Mark Brandon, commercial director, digital sales, Virgin Media said opportunities have got greater, but with it a great deal of complexities have come in often through advertising technologies. He said advertisers were not seeing the technologies changing because they worked through the agencies. “The rules are still being formed, but if you want to get into the game you need to do so quickly, as the rules are starting to coalesce.” Standards were not formed across the industry there would be no interest from agencies.
Brandon’s division works across the Liberate/TV Navigator technology, TiVo, linear and VOD, mobile and online.
“The rules are still being formed, but if you want to get into the game you need to do so quickly, as the rules are starting to coalesce.”
Rovi’s Charles Dawes explained how the company was putting advertising into a range of connected devices, mostly on Samsung TVs, and offering advertisers a single buy across TV, web and widgets.
EuroSummit. Cable operators need a core product if they are to be able to sell localised advertising.
Jeff Carter, CEO, Viamedia said there were a lot of similarities between the US and European cable markets, with similarities both in technology and the type of products offered.
However, no single operator had yet developed a mature offering in cable advertising, despite work from Virgin Media and UPC. “The problem is a lot of the programming in Europe doesn’t contain local avails and the industry has to start looking at that.”
Carter said it was important for advertising to be supported by the necessary audience research, such as that run in the UK by Sky.
Mark Brandon, commercial director, digital sales, Virgin Media said opportunities have got greater, but with it a great deal of complexities have come in often through advertising technologies. He said advertisers were not seeing the technologies changing because they worked through the agencies. “The rules are still being formed, but if you want to get into the game you need to do so quickly, as the rules are starting to coalesce.” Standards were not formed across the industry there would be no interest from agencies.
Brandon’s division works across the Liberate/TV Navigator technology, TiVo, linear and VOD, mobile and online.
“The rules are still being formed, but if you want to get into the game you need to do so quickly, as the rules are starting to coalesce.”
Rovi’s Charles Dawes explained how the company was putting advertising into a range of connected devices, mostly on Samsung TVs, and offering advertisers a single buy across TV, web and widgets.
