They are the big beasts of the digital-video world. Netflix and Amazon are fast gathering subscribers to their paid, ad-free online\u00a0video offerings. But, with their platforms gaining traction in the living room, aren’t they ignoring a pretty big TV advertising opportunity?<\/p>\n

“They\u2019re all spending millions and millions of dollars to produce this content – so far, they\u2019ve recouped that investment by gaining new subscribers,” Modi Media president Mike Bologna tells Beet.TV in this panel interview. “They\u2019re going to have to start to deploy some type of advertising model to recoup some of the revenue that they\u2019re spending on this programming.<\/p>\n

“While I don\u2019t think it\u2019s going to be a traditional television model \u2026 I do think it will be an addressable model. They have the ability right now to insert at that one-to-one level. We will look at Netflix just like we look at Roku today or Samsung tomorrow as another MVPD (multichannel video programming distributor).”<\/p>\n

Citi senior media manager and SVP Kim O\u2019Connor\u00a0thinks the kinds of advertising run by these new players will look pretty familiar.<\/p>\n

“It\u2019s going to be addressable video – I don\u2019t think we\u2019re going to be talking about TV.\u00a0When you look at the Hulus and the Amazons and Netflixes of the world, there are going to be dayparts. Maybe not tomorrow, but not too far in the future.”<\/p>\n

 <\/p>\n

This sessions was moderated\u00a0last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with\u00a0Beet.TV \u00a0Please find more videos here<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

They are the big beasts of the digital-video world. Netflix and Amazon are fast gathering subscribers to their paid, ad-free online\u00a0video offerings. But, with their platforms gaining traction in the living room, aren’t they ignoring a pretty big TV advertising opportunity? “They\u2019re all spending millions and millions of dollars to produce this content – so […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5433],"tags":[5265,3269,5111,5471,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35977"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=35977"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35977\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=35977"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=35977"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=35977"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}