Video Ad Server Extreme Reach Brings On Oracle Sales Leader As CRO

erExtreme Reach, whose video software helps brands (Coca-Cola, GM, Ford) and agencies manage creative rights as well as TV and video ad delivery, has hired former Oracle sales VP Bill Bagshaw as CRO.

Extreme Reach’s former head of client services and sales, Patrick Hanavan, will become chief client officer.

Bagshaw’s responsibility will be to get Extreme Reach’s sales organization up and running against a new enterprise sales model aimed at organizations’ C-suites instead of just individual buying groups.

Many of Extreme Reach’s clients use single products, such as talent/rights management or video analytics tools, but its goal is to boost multi-product sell-in.

The company makes about $250 million in revenue annually and sees growing opportunity as more of the $70 billion spend on TV goes online.

“Back in the day [at Oracle], we used to just sell financial accounting software, manufacturing software and, maybe apart from that, CRM and marketing software,” Bagshaw said of the enterprise sales tactics he hopes to bring over from Oracle. “Then the industry eventually moved to integrated suites in the cloud. TV’s on a very similar path.”

But make no mistake: Extreme Reach stays out of the actual media transaction and only helps manage delivery and creative rights after the inventory has been procured, said John Roland, CEO of Extreme Reach. 

That procurement may run the gamut between a $10 million TV ad commitment secured by an agency or a $300,000 video campaign booked by a DSP like The Trade Desk, Roland added.

Most legacy programmatic video products began in desktop and moved into mobile, linear TV and OTT.

But if Coca-Cola, for instance, also wants to serve that video ad across over-the-top, video on demand and linear TV, the workarounds to ensure the ad is delivered in the right format and context can take days, if not weeks, because of the historic separation of those workflows.

“We manage 3 million video assets in our platform,” Roland said. “Because of our rights business, we know exactly where those ads can play for how long, and we can very seamlessly execute that commercial across every device and provide the reporting back to the advertiser.”

Tools to help manage video and TV ad workflow are selling like hotcakes. Operative went to Sintec Media for $200 million after TubeMogul sold to Adobe for $540 million.

Extreme Reach has so far been more of an acquirer, buying video analytics platform BrandAds in 2014 and dropping $485 million on DG’s (now Sizmek’s) TV ad business in 2013. It has been profitable for years and employs 850, according to Roland.

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