Video ad technology platform, Videology, has launched a dedicated TV Practice as part of its efforts to provide cross-screen advertising solutions to its clients.
Videology said that the division will help advertisers and media companies reach linear TV, smart-TV and online video viewers as they shift between viewing platforms.
While more than 50% of Videology’s revenue already comes from TV budgets, the company predicts that the TV Practice could represent as much as a US$250 million (€195 million) opportunity in 2015.
Videology CEO Scott Ferber described the dedicated TV unit as a “logical and much needed strategic move in the current media landscape.”
“In speaking with clients on both the demand and supply side of the house, they are ready to implement and act upon the convergence of TV and video. As a technology provider, we must be able to provide them with the tools and expertise they need to efficiently plan, buy and sell ads across screens,” he said.
Rhys McLachlan, formerly director of corporate development at Videology, will lead the new TV Practice. Prior to joining Videology in 2011, he was managing partner, futures, for MediaCom UK.
Videology has also hired TV sales and marketing executive Robert Dalven, to lead its US television practice out of New York. Prior to joining Videology, Dalven was vice-president, sales and marketing for PrecisionDemand, a media technology firm that was acquired by Adap.TV earlier this year.
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