Panel de Advanced Advertising
For TelevisaUnivision, the pillars of its offer of advanced advertising solutions are precision, engagement and aggregation, according to Dan Aversano, SVP of Data, Analytics and Advanced Advertising of the company.
“Wherever we have consumption we want to offer precision to the advertiser. We are meeting the consumer where they want. 99% of consumption is a hybrid mixture. We make sure that the ad load is light and relevant to the audience,” said Aversano during the panel “Broadcast TV and the roadmap to advanced advertising” at NEXTV Plus USA by Dataxis.
For Kevin Weigand, Director of Video Innovation and National Investment, Dentsu Media US, advanced advertising is “an imperative.” “Our clients know that it is necessary. We work very well with the supplier side to achieve cross-channels. We are starting to leverage our programmatic platform and finding some untapped areas,” he said.
The panel also included Darren Sherriff, VP of Advertising Technology Solutions, Fox Corporation; Michele Stone, VP of Product Planning and Advanced Advertising, Paramount and as moderator was Paul Erickson of Erickson Strategy & Insights.
For Stone, broadcast TV has the scale and reach like no other medium. Aspect in which Sheriff agreed. “TV is not dead, perhaps appointment viewing is not the great thing that it used to be, but for sports and news it is. We have doubled our bet on these two assets (sports and news) that are consumed in real time.”
