Jonathan is MediaVest’s subject matter expert on advanced media, which includes addressable TV, programmatic TV, OTT and VOD. Prior to MediaVest, he was the General Manager, iTV Solutions at Canoe Ventures, where he led Canoe’s iTV business and held P&L responsibility for Canoe’s portfolio of iTV solutions. Prior to Canoe, Jonathan was Vice President of Business Development at Tandberg Television, a division of Ericsson, where he was responsible for Tandberg’s content and advertising solutions. Previously Jonathan was Senior Director of Business Development and Sales for Walt Disney Internet Group. Jonathan holds a B.A. in Economics from the University of Michigan and a J.D. from the University of Pennsylvania.
The definition of the term “Advanced TV” is still a bit vague. What are two key principles that a proper definition of Advanced TV should have?
In my view, Advanced TV consists of a collection of technologies that bring new capabilities to what we used to call television that positively impact either (i) the viewing experience, or (ii) the capabilities available to advertisers. Usually these new capabilities involve new ways for the viewer to view or interact, or for advertisers to target or take advantage of automation.
What tools/technology/innovation are missing on the buy-side for Advanced TV to grow?
What we need are self-service programmatic tools that are connected to inventory sources that provide us insight into actually available inventory that allow us to import the data we want to use on a privacy compliant basis, and which allow us to transact in an efficient way across a wide array of inventory.
Could Advanced TV be a way to keep dollars in TV and not migrate to Digital channels?
Yes and no. I consider Connected TV to be part of Advanced TV, and since Connected TV is a digital channel it doesn’t fit this statement. Addressable TV and Audience Indexed TV, which are what I consider the other two elements of Advanced TV (from the advertiser point of view), do keep dollars in TV, so yet they can keep dollars from migrating to digital. However, these two elements need to evolve and be offered properly in order to do this, and the pace is not currently sufficient to prevent the overall movement to digital from happening.
Which types of advertisers would probably have the most success with Advanced TV today – e.g. Verticals, Branding vs. DR, etc.
Advertisers who will have the most success are those who have a clear understanding of who their target audience is beyond an age/sex demo, and that audience is of a size where paying a CPM premium makes sense. Also, those who have first-party data that can be used to create a defined target audience.