Michael Bologna has been a key player in the unfolding story of advanced television since the beginning.
He spent the first 21 years of his career at GroupM, most of it in so-called "emerging media," a term that gradually came to include the clunky old television channel as new modes of consumption such as VOD, DVR and even Web TV (remember?) took hold.
In 2014, he created an advanced TV buying unit at GroupM called Modi Media, which has grown quickly. Modi succeeded by doing the hard work to integrate media and data sources from across TV cable providers, a highly manual process.
"It's one thing to pick up the phone and call one MVPD and say, ‘I'd like to send my commercial to households that have bought a particular brand of shampoo,’" Bologna says in the latest episode of AdExchanger Talks. "It's another thing to do that times 10 systems that use multiple different technologies, multiple different data sets and, most importantly, tie it back to sales."
In 2017, Bologna quit to launch one2one Media, a company focused on new addressable advertising opportunities in TV. The company is owned by CrossMediaWorks, which also owns Cadent (formerly Black Arrow) and agency TCA.
In this episode Bologna talks about the new company, its customers and its opportunity.
He also does some year-end crystal-balling, predicting Netflix will roll out an ad-supported model in the next one to two years. As subscriber growth slows, the company will naturally seek new revenue sources.
"We're definitely going to see an ad model there," Bologna says.