While video content fragmentation is great for viewers, it can be \u201ca little overwhelming\u201d for advertisers. One of the ways that NBCUniversal hopes to make it easier\u2014on a global scale\u2014is its new AdSmart offering with Sky, which was recently acquired by NBCU parent Comcast.<\/p>\n
\u201cOne of the newer and exciting announcements for us is Sky with AdSmart,\u201d says Mike Reidy, SVP, Digital Ad Sales, NBCUniversal. Sky being this amazing international leader but also in the OTT space as well.\u201d<\/p>\n
In this Beet.TV interview at the recent MediaMath<\/a> All Fronts event in Manhattan, Reidy also talks about the migration of video viewing to big screens and evangelizing the opportunities of connected-TV and programmatic advertising transactions.<\/p>\n \u201cI think it\u2019s interesting because when digital video viewership first began, it was seen as taking viewers from the big screen to the small screen\u201d amid concerns like viewability of content and ads. \u201cBut now with the advent of connected TV, OTT you\u2019re seeing those viewers migrate back to the big TV screen,\u201d Reidy says.<\/p>\n It\u2019s one thing to have \u201cthe largest canvas for a brand to communicate via sight, sound and motion\u201d and another to have advanced TV sitting on a digital platform. \u201cSo that lends itself to all the capabilities of dynamic ad serving, new interactive ad units as well as data.\u201d<\/p>\n Last month, Comcast united NBCU\u2019s Audience Studio targeting solutions with Sky\u2019s addressable advertising tools. Operating under the AdSmart name, it\u2019s designed to enable global brands to reach customers in international markets and measure results across NBCU and Sky\u2019s TV portfolio, as Broadcasting & Cable reports<\/a>.<\/p>\n