Up to the end of the twentieth century, the only ads that appeared on a screen were the ones arranged by a handful of TV networks. They were the only ones who could sell commercials, and only the biggest companies could afford what they charged for 30 seconds of airtime.
Then, about 25 years ago, some digital marketing innovations started to make a new ad model possible.
In 2000, Google launched a self-serve ad platform, and it was later joined by display ad exchanges like Right Media and DoubleClick. For a while, they displayed image ads, but faster broadband internet eventually meant they could serve video, and by the end of the decade an ad-serving standard was set. Thanks to internet protocol, new screens provided information back to bidders. Now, instead of buying by the time slot, advertisers pre-set what they’d bid to show an ad to viewers, based on what is being watched and possibly the viewer’s demographics.
The marriage of all these has enabled ads to be shown to consumers streaming on their smart TV, Apple TV, Roku or Fire Stick at home. It also opened up a whole new inventory — almost anywhere there’s a screen: at the grocery store, in the elevator at the office, at the gas pump.
Maybe you don’t buy these ads. But it’s almost certain that your customers face these screens daily. The question is whether you should put your ads on them.
My guest is a graduate of Bishop’s University who has spent twenty years inside that marketplace, including time at Samsung. He runs the consultancy Marcus & Muse and founded the Ottawa Ad Club. Let’s bring in Aaron Foley.
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