SAN JUAN, Puerto Rico\u2014An early entrant in digital marketing, independent buy-side platform Sizmek has been eyeing its near-term future from a \u201cvideo extension perspective\u201d as its reach moves beyond web video to television. It was a logical move considering the big shift in video viewing to big screens, according to Managing Director of Product Hardeep Bindra.<\/p>\n
\u201cThe last few years have really seen the transformation in the digital living room, where the TV has gone from being a content generator or content distributor to now really just becoming a device in the living room,\u201d Bindra says.<\/p>\n
\u201cFor us, we look at the extension of video going onto the TV screen, the largest screen, as something that we have to deliver to our clients to give a more omni-channel output to their campaigns.\u201d<\/p>\n
In this interview at last month\u2019s Beet Retreat 201<\/a>8, Bindra talks about the challenges of working within connected-TV and OTT environments and how the digital side needs to learn from past mistakes when branching out to TV.<\/p>\n \u201cWe\u2019ve run into similar challenges as other DSP\u2019s of how do we take our optimization and our reach capabilities that the marketplace really knows us for and recognizes us for and then expand that into this new arena,\u201d Bindra<\/a> says. \u201cThere\u2019s a lot of work for us to do around this.\u201d<\/p>\n