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Two former Roku executives prepare to compete with their former television colleagues: Steve Shannon, former executive vice president of content and services at the streaming device maker, and Jim Lombard, advertising sales manager to Roku, came out of stealth with their new Tetra TV smart TV advertising start-up Tuesday. Shannon runs the company as CEO, while Lombard is the director of revenue.
Tetra TV wants to help advertisers reach audiences on all connected TV platforms, explained Shannon in a recent conversation with Variety. "Advertisers are excited about connected TV," he said, adding that the entire $ 70 billion television advertising market could eventually be streamed.
According to Shannon, it is difficult to target smart TV audiences on individual devices and apps. "The environment is so heterogeneous." For advertisers seeking to reach a broad audience, there were actually only two platforms. : Roku and Hulu.
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Tetra TV now wants to open similar audiences on different devices, including Apple TV, Chromecast, Amazon Fire TV, Roku, Sony PlayStation, Xbox, as well as Samsung, Vizio, Sony and LG smart TVs. The company does not disclose its publisher partners, but Shannon said it had recruited several virtual pay-TV operators and other streaming applications, which allowed it to target a total of 50 million homes.
The company's strategy is to sell audiences, demographics and geographic locations. It does not try to compete with the publishers' own ad sales teams. "We do not sell against chains," Shannon said.
Tetra will not only compete with Roku, but also with the growing efforts of other intelligent TV platform operators to create their own advertising networks. Amazon in particular has started helping publishers sell some of their advertising inventory. Shannon did not want to comment on competing efforts, but said she was confident that this scenario would not be win-to-all-win. "There is room for a lot of players," he said.
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