MIAMI — At the end of a year in which the “transparency” debate and the arcane structure of agency and tech platform fees have come under pressure, some vendors have begun to accede to demands for a new way of working.
Case in point: Videology, one of the leading providers of technology to enable advanced TV ad buying, just launched a tool giving advertisers access to thousands of targeting criteria and up to 18 broadcast networks – with no service fee.
The company launched DETV Go effectively for free, with the goals of simplifying the buying process and removing the traditional fee structure.
In this video interview with Beet.TV, Videology CEO Scott Ferber explained why – and his answers focused on two areas…
Simplicity:
“Our whole idea was, ‘How do we make it so that you don’t have to be an advanced television planner or buyer to actually come in here and do it?’
“We believe the ability to bring up to 60,000 beyond-age-and-gender, targetable segments to linear TV planning, trading, and execution should be just as easy as it is to go online and buy a concert ticket today.
“We wanted to start with what we thought were the three basic elements that TV planners today and how they’ve been looking at TV planning and buying over the last 50 years, we want to make sure that we nail those right from the get go.
“You will literally be able to plan, buy, execute, and report on advanced audience based opportunities at scale.”
Cost:
“We have been licensing technology in an enterprise fashion. The big thing that’s different is that we’re basically offering this up for free access to advertisers.
“Now, if they choose to go in there and actually make a buy, they’ve got to pay for the media and the data associated with that, and there’s contracts between media and data providers – but, historically, you needed to get involved in this very long enterprise services agreement.
“We’re trying to say, ‘Can we just remove all that, allow people to come in, and start seeing what’s available, and then once they decide to transact, sure the economics will flow.”
This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.