LONDON — TV distributors no longer have to hold themselves back by selling ads according to channel. Nor do they have to limit themselves by offering ads only from their own marketplace.
TVbeat, a technology company, says they should open up and go wide.
In this video interview with Furious Corp CEO Ashley J. Swartz for Beet.TV, founder Robert Farazin explains what’s next.
“The traditional TV media companies, they have a siloed approach to selling their inventory – not only to selling, but also planning and forecasting and managing that inventory,” he says.
“What TVbeat helps them to do is to actually create a holistic marketplace. If you’re a TV media company and you have some inventory on leaner, addressable leaner and VOD, TVbeat creates a solution for you that you can actually merge that inventory and create a holistic marketplace.”
The London-based company works with outfits like Canal+, Proximus, Sky Media and Freesat.
And, next year, Farazin is kicking things up a notch.
“In Europe, we are working on one very exciting project where we are unifying inventories across many pay TV platforms and creating a holistic marketplace for the addressable on the country level,” he says. “That’s quite a unique here in Europe and that’s very exciting for us, to be part of that.
“The second thing, we are also entering the U.S., where we actually started the business but currently not operating yet.”
This video was produced in London at the Future of TV Ads Global forum in December 2019. This series is sponsored by Finecast, the global addressable TV company that is part of WPP. For more videos from the series, please visit this page.
