Telaria CEO Mark Zagorski sees \u201ca ton of growth\u201d for app-based companies providing over-the-top television services. Their potential comes as OTT and connected-TV have gone from discovery to the make-it-better stage.<\/p>\n

\u201cIf you think about advertiser demands, they increasingly are becoming focused on addressable,\u201d Zagorski says in this interview with Beet.TV at the recent LUMA Partners Digital Media East event<\/a>. At the same time, advertisers want to know \u201chow do I reduce the friction between me and the seller?\u201d<\/p>\n

As a video management platform, Telaria<\/a> works with virtual MVPD\u2019s, broadcasters and app-based companies in CTV and OTT. \u201cI think where we see a ton of growth is the app-based world. That\u2018s where consumers are just starting to experiment,\u201d says Zagorski, who joined the company two years ago.<\/p>\n

He believes that virtual MVPD\u2019s \u201care going to get so much of a share,\u201d about 10% of audience versus cable, \u201cand the broadcasters are going to have to catch up on what they\u2019re doing in the online space.<\/p>\n

\u201cSo the guys in the middle, which are the app-based companies that came digital first, provide a really interesting opportunity for advertisers\u201d because they\u2019re relatively untapped.<\/p>\n

Overall, CTV and OTT have \u201crapidly gone from the discussion being what is it to how do I get it to how do I make it better,\u201d Zagorski<\/a> explains. \u201cAnd I think we\u2019re on the verge of that how do I make it better discussion. Which is how do I make it more addressable. How do I make reduce the friction, how do I create more transparency in the buying process.\u201d<\/p>\n

Those are three areas \u201cthat we\u2019re going to be pushing conversations in\u201d at the upcoming 2019 Cannes Lions confab<\/a>. \u201cHow we make it more relevant across the board for advertisers and consumers and make a better experience for them.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of LUMA Partners\u2019 DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page<\/a>. This series is sponsored by 4INFO<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Telaria CEO Mark Zagorski sees \u201ca ton of growth\u201d for app-based companies providing over-the-top television services. Their potential comes as OTT and connected-TV have gone from discovery to the make-it-better stage. \u201cIf you think about advertiser demands, they increasingly are becoming focused on addressable,\u201d Zagorski says in this interview with Beet.TV at the recent LUMA […]<\/p>\n","protected":false},"author":17,"featured_media":60618,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7982],"tags":[4970,7121,7696,7983],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60616"}],"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=60616"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60616\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60618"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60616"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60616"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60616"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}