NEW YORK — Successfully navigating the rapidly changing ad sector in a multiplatform media world requires open-mindedness and flexibility at every turn.
That was a central theme of the kickoff keynote session featuring Time Warner Cable’s Warren Lapa at last Tuesday’s Advanced Advertising event.
“It’s really about striking the balance between traditional TV and the way consumers are using devices and directing their experience,” Lapa, group vice president of digital products and business development, said. “And what’s interesting is the vast differences between all of our advertisers.”
Moderator Jeff Baumgartner, technology editor of Multichannel News, asked Lapa about TWC’s second-screen approach.
“I can say that if you have a device in one hand while you’re watching your big-screen TV, you are probably less likely to skip ads because your hands are full,” Lapa quipped. “That device may be the ultimate defense against ad-skipping.”
Dade Hayes is executive editor of B&C.