Eric Tourtel at Teads: The key to uberize TV is remaking video advertising

Consumers exceed digital media and there are fewer clients in newsstands. More digital pure players competition with less fixed costs (distribution, printing, etc) and advertising is stagnant in traditional media. That’s the nowadays industry outlook according to Eric Tourtel, senior VP of Latin American Teads, who spoke in IAB Now. Tourtel warned during his presentation, Video’s uberization, that TV is threatened by digital video. “There is a persistent and solid emphasis in the value of video advertising, but with a change in format. The TV advertising and digital video budgets convergence is all over us and is asking for a rearrangement in media planning as we know it” he said. According to the senior VP, 50% of online video budgets come from reassigned TV advertising budgets, and that percentage is expected to increase. “But within 5 to 10 years, most probably we’ll be talking of video budgets reassignment.” For Tourtel, the key to uberize TV is to remake video advertising. “Outstream formats are revolutionizing online video advertising, creating an additional premium inventory where it didn’t exist, and in an all scale screens.”