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Synamedia’s Padrines: television advertising still works

May 11, 2020 12.32 Europe/London By Julian Clover

Television advertising is still the most effective medium for the promotion of products and services, according to Synamedia’s chief executive Yves Padrines.

Speaking as part of a press briefing to promote the tech company’s slate of products Padrines said the amount spent on linear TV “which has a reach” in 2019 was around $130 billion compared to $12 billion on VOD and streaming.

However, Padrines warned the status quo was threatened by the ability of VOD services to better measure and target their audiences, making it more effective. “Our ambition is to establish a leadership position in the measurements and targeted delivery of ads.”

Padrines said Synamedia could help customers to improve measurements and targeting.

Synamedia already works with shareholder Sky on the broadcaster’s AdSmart system.

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Filed Under: Newsline, Tech Tagged With: Synamedia Edited: 11 May 2020 12:32

About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on Twitter @julianclover, on Facebook or by email at jclover@broadbandtvnews.com.

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