This is the second part of a three-part video interview series. View the first part in our previous post, How Data Trends are Impacting the Future of TV, and the third part, Bold Predictions for the Future of Television, in our more recent post.
One of the hottest topics in television is addressable TV. I interviewed Chris Wilson, President of National Television at Rentrak, to get his thoughts. Here's what Chris had to say:
As video on demand continues to grow, addressable TV and dynamic ad insertion is where we will see the two biggest growth areas in television. At the end of the day, it's about being able to put the right message in front of the right consumer at the right time and addressable is a great way to do that. The amount of MVPD inventory will likely double over the next 12 to 18 months. In many cases, those dynamic ads may also be addressable in nature. But at this point, it's really about identifying the content that reaches the right type of customer for the advertiser and ensuring those ads are served to them.
At the end of the day the future of TV is about how all these things work together and data will be the driving link. In today’s cross-platform world, television is a part of that, digital is a part of that, addressable TV is a part of that, and dynamic ad insertion is a part of that. The key is understanding how those multiple touch points work together to deliver the result that the agency or the advertiser is looking for. So, I believe it will be less about how it is sold or bought, and more about how it works together.