LAS VEGAS \u2013 True one-to-one advertising targeting on digital and linear television is being held back by too many competing standards, says the President of VM1, the dedicated Verizon agency within Zenith. \u201cThe interoperability of all these different systems and platforms and devices just don\u2019t play nicely together today. But over time it\u2019s definitely where we see the world going,\u201d Adam Shlachter says in an interview with Beet.TV at CES 2017.<\/p>\n
From year to year at CES<\/a>, Shlachter sees a lot of incremental changes in technology, particularly regarding connected vehicles and homes. \u201cFor me what\u2019s most interesting is what can we do with that? It\u2019s been a promise for a long time and I think it\u2019s going to become more of a reality now, particularly between the car and the home and the person itself,\u201d he says.<\/p>\n Uniform standards for targeting people with ads one-on-one and measuring the results will provide \u201cbetter value for consumers and make more use out of the space that we play in,\u201d he adds.<\/p>\n The convergence of the digital and traditional media worlds now more than ever is opening a whole new world of opportunities from a creative standpoint, according to Shlachter<\/a>. However, new approaches are needed to move things along.<\/p>\n \u201cWe have to get past the days of trying to fit one creative concept into a lot of different screens and formats, because we see that it doesn\u2019t work as well,\u201d Shlachter says before acknowledging that it\u2019s hard to create a lot of native experiences for every single platform across a 360-degree media plan.<\/p>\n Finding better ways to integrate data and technology to automate creative delivery will be more useful than trying to \u201ccreate some one-size-fits-all messaging that may help us scale but may not pay off,\u201d he says.<\/p>\n In the meantime, Shlachter is excited about the one-to-many approach that Verizon took when partnering with other companies to live-stream the Macy\u2019s Thanksgiving Day Parade in 2016. As Broadcasting & Cable reports<\/a>, NBCUniversal produced a live stream of the parade separate from NBC\u2019s broadcast that was shot with 360-degree cameras and viewable on Verizon\u2019s YouTube page.<\/p>\n Calling it a \u201cmonumental effort,\u201d Shlachter says Verizon garnered \u201ca ton of positive feedback and sentiment from everything we were able to measure.\u201d<\/p>\n This video was produced as part Beet. TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" LAS VEGAS \u2013 True one-to-one advertising targeting on digital and linear television is being held back by too many competing standards, says the President of VM1, the dedicated Verizon agency within Zenith. \u201cThe interoperability of all these different systems and platforms and devices just don\u2019t play nicely together today. But over time it\u2019s definitely where […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[5280,4114,4311,5070,5395,5883,6003,6146,6147,6148,6149],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44350"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44350"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44350\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44350"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44350"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44350"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}