ITV’s director of advanced advertising, Rhys Mclachlan mulls over a Twitter-driven hypothesis in response to platform dereliction of duty

TV’s not going extinct – but it is being re-imagined whether people like it or not, writes Videology’s Rhys McLachlan.

TV is one of the fastest-moving areas of programmatic advertising, says Videology’s head of global TV strategies, Rhys McLachlan. Is the ad tech industry ready to deliver?

Aligning TV’s mass reach with online video’s mass addressability, you create a modern multiplier for advertisers, says Videology’s head of global TV strategies, Rhys McLachlan.

Ahead of the CES debrief next week, Newsline hears from Videology’s Rhys McLachlan as he shares his thoughts on the biggest themes from this year’s gadget-fest. Prepare to pay homage at the feet of the TV gods…

What people are interested in is content – not device – and advertisers want to reach those consumers regardless of the screen they use. It’s welcome news then that the new Nielsen Online Campaign Ratings provide advertisers with the window they need to finally optimise their spend at an impression level – and make sure that video messages are aligned and efficiently targeted. By Videology’s Rhys McLachlan.

By focusing purely on the ‘bid’ or the ‘buy’ in RTB we are failing to correctly articulate the benefits for everyone in the system that programmatic can enable says Videology’s Rhys McLachlan.

The digital ecosystem is becoming increasingly complex, as brands split their video budgets between online, mobile and connected TVs. So what’s the optimum mix? Rhys McLachlan, Director of Corporate and Business Development at Videology investigates.

Last week The Media Native – aka, David Brennan – asked if TV On Demand can justify its premium status. His conclusions ruffled some feathers at Videology and now Rhys McLachlan, Director of Corporate and Business Development would like to respond…

Rhys McLachlan, commercial development director at Videology, who will be on the Screen panel at our Media Playground event, says the commercial video-on-demand market has been growing rapidly in 2012 but the trajectory for the summer could be downwards thanks to the BBC…