At CES 2019 and then through the television Upfront season, advanced TV will be discussed and executed on a more significant scale than ever, according to 360i<\/a> Chief Media Officer Doug Rozen.<\/p>\n

\u201cThat\u2019s because there\u2019s not only the interest but the capability and also the audience. This will be the first time as we go into the video season that you have those things together,\u201d Rozen says in this interview with Beet.TV.<\/p>\n

He separates advanced TV into three buckets, beginning with its increasingly programmatic nature for automated buying.<\/p>\n

\u201cWe\u2019re really excited about the programmatic television, and that scale is growing ridiculously fast. We\u2019re able to do more and more today to address more individuals than ever before,\u201d says Rozen.<\/p>\n

The world of smart TV sets occupies Rozen\u2019s second bucket. He cites a \u201ccacophony of partners and players\u201d that are providing technologies and platforms that enable IP targeting, tracking co-viewing and listening and understanding what\u2019s being displayed.<\/p>\n

All of this information can be used to retarget viewers or for \u201cindividualized household delivery of nuanced creative because I know who you are versus somebody else,\u201d Rozen says.<\/p>\n

Third is OTT disruption of the traditional linear broadcast TV model and the advanced advertising opportunities created along the way.<\/p>\n

Prior to joining 360i this summer, Rozen<\/a> was at OMD, where he drove all digital and innovation activities, including Ignition Factory (trend spotting), Zero Code (gaming and virtual reality) and OMD\u2019s mobile and social divisions. Now he\u2019s helping to scale the media capabilities of the agency that has a deep heritage in search and now integrates creative and media capabilities.<\/p>\n

Clients, says Rozen, are trying to understand the shift from such historical TV measures as reach and frequency with GRP\u2019s in mind to being able to correlate ad impressions with sales. Historical comparisons of reach and frequency must yield to used advanced identity tools and media selection \u201cand then be able to attribute that to a direct sale.\u201d<\/p>\n

While 360i\u2019s roots are in performance, \u201cWe have been driving very quickly beyond that to be a full-service agency, which is refreshing, exciting and certainly I think ripe for where the market\u2019s going as media and creative really need to be tied together more closely,\u201d Rozen says.<\/p>\n

This video is part the Beet.TV preview series \u201cThe Road to CES 2019.\u201d The series is presented by\u00a0dataxu<\/a>.\u00a0For more videos,\u00a0please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

At CES 2019 and then through the television Upfront season, advanced TV will be discussed and executed on a more significant scale than ever, according to 360i Chief Media Officer Doug Rozen. \u201cThat\u2019s because there\u2019s not only the interest but the capability and also the audience. This will be the first time as we go […]<\/p>\n","protected":false},"author":17,"featured_media":58193,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7740],"tags":[5748,6144,7737,7765],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58149"}],"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=58149"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58149\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58193"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58149"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58149"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}