Analysis & Opinion

Informa: The next stage of interactive advertising

Guest post from Laurence Coldicott, research manager, Informa Telecoms & Media 

Interactive Advertising fundamentally changes the way brands and pay-TV broadcasters can reach the consumer. In the age of multiscreen, the tech-savvy consumer is expecting something more gripping than traditional linear advertising. The Next Generation Advertising day is a new feature of this year’s OTTtv World Summit, and will be bringing together some of the biggest broadcasters, multinational brands and advertising agencies to discuss the evolution of advertising platforms.

A key focus of the day will be looking at the impact of Digital Ad Insertion models. How new technology is allowing for brands and broadcasters to create targeted advertising models based on the consumer demographic. This utilization of Big Data is being trialed by a number of thought leaders, including BSkyB. The man leading this innovation at Sky, Jamie West, will be delivering a guest keynote where he will be going into detail about the opportunity that has been utilised by the new Adsmart technology his team have developed.

This new session for 2014 will focus on the potential that advertising models present to the VOD industry; how they are fundamentally shifting due to the impacts of the second screen, big data and the cloudification of content. This session will bring the key new demographics of brands and advertisers to discuss how this is impacting on their business models. It will also assess closely how the future of advertising is closely entwined with the user experience.  A major advocate of this will be the Emmy Award-winning, media guru Jim Theberge, who will be giving a very special presentation and fireside chat about the future of the onCue project and how this could change the telco’s role in the advertising ecosystem.

Other highlights of the day include keynotes from VEVO, Saatchi & Saatchi and Kraft Foods. All will be discussing the new potential the second screen can introduce to traditional advertising models.

 Now in its seventh year, the OTTtv World Summit ( 17-20 November 2014 Millennium Gloucester Hotel, London, UK) is the major OTT focused event in the calendar. For booking and more info go here.

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