The BrightRoll Video Summit is a great opportunity for marketers and ad tech professionals to learn about the latest trends in digital video advertising. The event brings together industry experts to explore and share insights on the latest advancements and challenges in video ad tech.
We’re excited to have James Shears, General Manager of Addressable at DISH Media Sales, join us to share his expertise on the state of programmatic TV advertising. Check out the Q&A with James below to learn more about his industry experience, his POV on programmatic TV and what he plans to dive into during his panel session at the BrightRoll Video Summit.
Tell us about your background and the current role you play for your company?
Prior to my current role within DISH Media Sales I spent about ten years in pricing and strategy roles in ad sales organizations for national cable networks. During that time I was focused heavily on pricing strategies, yield management and inventory package generation. More recently I have taken the position of General Manager, Addressable. This is more of a product based role with focus on how to scale addressable advertising. Given the scale question, my responsibilities also include being the head of our programmatic initiative.
What is the state of programmatic TV in the market today?
Programmatic TV is currently in the infancy stage. Most everyone is focused on beta and test buys to see what works. There are a number of questions that need answering from both the buyers and sellers in the marketplace. The first is really for the sellers and that’s primarily around monetization strategy. Is it more appropriate to leverage this space to sell long tail inventory by packaging data? Should the focus lie more on programmatic direct deals? The answer probably lies somewhere in between.
The second, and more difficult question, is around technology. The technology on the digital side is the foundation for the ecosystem. Though monetization strategies are still being determined in some instances, the technology is available to drive the business where the demand side or supply side want to go. On the TV side, operators and networks will need to invest in their infrastructure in order to leverage the programmatic space. There are traffic and billing systems in place that handle vast amounts of transactions daily and to add to their complexities will require time and money to get it right.
I think it’s probably appropriate to think of programmatic TV in stages. We, at DISH, live by the crawl, walk, run mantra and if we’re all in agreement that this will evolve over time, I think we’ll be positioned to see the space in linear TV expand.
What topic(s) are you most looking forward to diving into during your panel session at the summit?
I am really looking forward to getting deeper into the current state of programmatic TV and how we can work together to keep this platform moving forward. I hope to provide understanding of how the landscape is different in the linear space. Though there are some antiquated systems in TV, they work well and continue to handle large amounts of business (from both a transactional and revenue perspective). I think the biggest take-away for me is that I truly believe we need to look at this space as an evolution. If we work in stages, we can continue the testing phase already in existence and get much needed learnings on how to move forward.
Join us at the BrightRoll Video Summit to take a deeper dive on programmatic TV advertising as James joins Chris Faw, SVP, Operations at Time Warner Cable on a panel moderated by BrightRoll’s SVP of Business Development, Brent Horowitz.