Videology launches dedicated cross-screen advertising division
| 22 October 2014
Eyeing what it believes could be a $250 million opportunity in 2015, video advertising technology platforms provider Videology has launched a dedicated TV practice.
Currently more than half of Videology's revenue comes from television budgets, and the company says that the move is part of its continued focus on bringing cross-screen advertising solutions to its clients, including agencies, advertisers and media companies.
In structure and operation the division will aim to help such companies capitalise on the new opportunity to engage with audiences across different screens, capturing linear TV, smart TV and online video viewers as they shift between viewing platforms. The division will bring together the company's television expertise spanning business development, partnership marketing and product innovation, to focus efforts and provide overarching strategic direction in one of the fastest moving segments of programmatic advertising.
"We're proud to be the first and only video ad tech company with an entire practice dedicated to television. While the practice may be new to the industry, we see this as a logical and much needed strategic move in the current media landscape," explained Videology chairman and CEO Scott Ferber. "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. We've already made tremendous progress, but this new alignment will allow us to work smarter and move faster in order to meet the evolving needs of our clients."