FORT LAUDERDALE — If you think the coming age of buying\u00a0addressable,\u00a0internet-style\u00a0ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again.<\/p>\n

“I think we\u2019ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna Global, tells Beet.TV in this video interview.<\/p>\n

“We\u2019ve been on a journey for a long time where now TV is (supposedly) going to be empowered with better data and technology than ever before and I think we\u2019re on the beginning steps of that journey. But, I do think the upfront (for TV ad sales) is not going away.<\/p>\n

“The upfront won\u2019t die. It\u2019s a very strong part of the way a client goes to market.”<\/p>\n

Although ad buyers can buy specific audiences who may be watching a diverse range of content, Bayer says there will continue to be value in the process of committing upfront ad spend against a specific TV show. But he does see addressable TV reaching 100 million-home scale in the US, something which will tempt advertisers away.<\/p>\n

 <\/p>\n

This video was produced at the\u00a0Beet.TV executive retreat<\/span><\/a>\u00a0presented by Videology with Adobe, AT&T AdWorks and Nielsen.<\/em><\/p>\n

Bayer\u00a0was interviewed on stage by moderator Ashley Swartz, CEO of Furious Corp.<\/p>\n

You can find more videos from the Beet Retreat<\/span>\u00a0on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

FORT LAUDERDALE — If you think the coming age of buying\u00a0addressable,\u00a0internet-style\u00a0ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we\u2019ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna Global, tells Beet.TV in this […]<\/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":[5496],"tags":[5265,2950,5353,5476,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36421"}],"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=36421"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36421\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=36421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=36421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=36421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}