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.