What will become of the 'bells and whistles' ad tech companies? Which brands are cleverly syncing TV spots with Facebook ads? Why are agencies leaning hard into ad tech? And why doesn't one of our adland guests watch TV? Listen on SoundCloud below or on iTunes here.
Hosted by AdNews online editor Pippa Chambers, this month's session, recorded at Nova Entertainment, features Impulse Screen Media commercial director Carla Zipper and The Trade Desk ANZ's GM Mitch Waters.
News of Waters' move to The Trade Desk created much market chatter in February, but now, eight months in, we find out more about his role and what inspired the move. As well as it being a life stage decision due to the arrival of his first child, Waters said he was keen to get back into working with pure technology.
“Oath will be a very very successful media and technology company but I wanted to be back, focused purely on the tech side,” Waters begins. Hear on iTunes here.
Throughout the podcast we discuss smart TV, why agencies are chasing a slice of the ad tech pie, streaming habits, consolidation, transparency and we also take a look at what some of the unhealthy aspects of the space are.
On the subject of free to air (FTA) TV and how the increase in smart TVs could impact Impulse Screen Media, given its focus on linear TV, Zipper says she's not worried and the business is ready to adapt at whatever the market throws at it.
“There's a stream of efficiencies that are created through being able to time target your digital ads in sync with a TV series,” Zipper said. “Especially through huge tent pole shows that really do get the ratings – such as MKR and The Block – there' huge sponsorships still pouring into this content that shows they’re not on the decline any time soon.”
From January next year AdNews is starting a new monthly ad tech spin-off podcast. Interested in sponsoring it or getting involved? Email here.
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