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»John Roland

The 6-Second TV Ad Is The Next Big Thing For The Advertising Industry

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by John Roland, CEO at Extreme Reach. Fox Sports recently introduced six-second TV ad spots during live sporting events with plans to sell them throughout the NFL season. While TV has long been dominated by... Continue reading »
by AdExchanger // October 23rd, 2017 //
»
The 15- And 30-Second Ad Spots Aren’t Going Anywhere

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by John Roland, CEO at Extreme Reach. The advertising industry is in a state of perennial disruption. As new screens and services emerge, the viewing experience morphs – requiring advertisers to change the way they... Continue reading »
by AdExchanger // October 20th, 2016 //
»
Extreme Reach Planning At Least Three More Acquisitions After DG Purchase

Video ad delivery management service Extreme Reach's $525 million purchase for competitor DG's TV ad business unit is only the beginning of what is shaping up to be a shopping spree, according to its CEO John Roland. Extreme Reach has three basic product lines that Roland wants to develop very quickly, perhaps by the end... Continue reading »
by David Kaplan // August 14th, 2013 //
»
DG Still Preaching Convergence After Selling TV Ad Distribution Unit

The $525 million sale of digital ad management provider DG's TV ad distribution business to rival Extreme Reach is not just about freeing the Irvine, TX-based company from heavy debt incurred by acquisitions designed to build its online capabilities. It's also about taking better advantage of TV-digital convergence by staking out a position solely on... Continue reading »
by David Kaplan // August 13th, 2013 //
»
Extreme Reach Argues For Repurposing TV Spots, Against Acquiring 'Products'

A month after accepting a $50 million investment from PE firm Spectrum Equity in return for a minority stake in the company, video ad platform Extreme Reach is carefully planning a series of small acquisitions directly tied to building scale, not greater technology advancement. In an interview with AdExchanger, CEO John Roland didn't address the... Continue reading »
by David Kaplan // June 12th, 2013 //
»

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