According to Nyurenberg, his early tasks will be assisting clients in the transition to CTV and showcasing how the offering provides better analytics and full-funnel capabilities—though it may be more expensive than linear.
“It’s convincing them of the value of CTV. You need to be on CTV now because that’s where the viewership habits are shifting,” Nyurenberg said. “Ultimately, we’re proving out the efficacy of CTV for them in small-scale tests, and then scaling that out long-term.”
The new svp of digital explained his plans will focus on evolving legacy TV buying processes, including implementing AI workflows and interfaces plugged into DSPs and measurement tools; leveraging InterMedia’s decades-long TV relationships to bring curation and self-service options to clients; and, long-term, building an SMB tool to democratize the company’s TV-buying power for CTV and linear.
In addition, Nyurenberg said InterMedia Advertising has a creative studio for production, which he is looking to innovate by introducing AI tools to enhance video content.
“Having a one-stop shop solution for both linear and CTV, ultimately, is what’s going to win the day,” Nyurenberg said. “We believe that the best TV strategy is a converged TV strategy, where linear and CTV are brought together, efficiently and smartly. That’s going to drive the best results.”