Videology opens dedicated TV practice in APAC
| 03 November 2014
As it continues its focus on bringing cross-screen advertising solutions to agencies, advertisers and media companies, video advertising platform provider Videology has opened a dedicated TV practice in the APAC region.
Currently more than half of Videology's revenue comes from television budgets, and the opening of the new office comes only weeks after the firm initiated a strategy of having TV-focused operations that can bring cross-screen advertising solutions to its clients, including agencies, advertisers and media companies.
Videology is confident that having such structure and divisions will help capitalise on what could be a $250 million 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 expertise, to focus efforts and provide overarching strategic direction in one of the fastest moving segments of programmatic advertising.
The APAC new practice will be led by Rhys McLachlan, formerly the firm's director of corporate development, who has been instrumental in expanding the company's video footprint across Europe and the APAC region, and further establishing its partnerships with agencies and broadcasters in the UK. A television and emerging media veteran, McLachlan led broadcast implementation before becoming Managing Partner, Futures, for MediaCom UK prior to joining Videology in 2011.
Videology has also appointed Kristian Claxton, based in Singapore, to lead its APAC television practice. Claxton, currently Videology's head of commercial accounts for the region, will be taking on responsibility for leading the APAC execution of the company's television strategy, with a focus on on-boarding local data sets to support the suite of TV-centric tools that have been developed to support the initiative. Prior to joining Videology, Claxton worked in broadcast media for both MEC and Channel 4 in the UK. Further team expansion across APAC and other regions will continue throughout 2015.
"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," said Videology videologygroup.com 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."