SANTA MONICA, Calif. – Brands increasingly are taking a cross-platform approach to television advertising as consumers divide their time among traditional live linear programming and on-demand video streams. The trend is pushing media buyers to break down the silos that have separated specialties in television and digital platforms, including internet search, social media, open web and retailer websites.
“You have video investment, traditional linear buyers and you’ve got digital buyers, and ultimately it’s just TV,” Beau Ordemann, vice president of advanced television at Yahoo, said in this interview at the Beet Retreat Santa Monica. “What we’re seeing is sort of a realization in the industry that these teams need to work closer together.”
As part of those collaborations, various kinds of consumers data are needed to understand how to reach audiences without showing them the same commercials so often that they become a nuisance.
“There’s datasets that can help marry and …