Last week Videology announced the hiring of Tim Castree to the new position of Managing Director, North America. Tim, who will lead Videology’s business across the region, brings with him an extensive background in the agency world. Below is a Q+A with Tim (part of which was published in MediaPost) on his transition and his vision for Videology’s future in the region.
Why move from an agency company to a tech company?
This felt like the natural next step in my career. 6 years ago I made the transition from leadership roles in creative agencies to media agencies because I saw them as the epicenter of innovation and transformation in the agency business. I still believe that today. Now I see the central role that data-driven enterprise platforms will play in shaping the future of our business and I wanted to be right in the middle of that. Videology gives me a front row seat.
Isn’t a move like this—an executive from an agency moving to a tech vendor—exactly what agencies and holding companies fear? Where are they going to find and retain talent?
I spent over 20 years in the agency world, and my decision to leave was not a reflection on agencies’ future, but rather a personal choice about where I wanted to spend the next stage of my career. Agencies are reinventing themselves to respond to changes in the marketplace, and for those who want to be part of this reinvention, many agencies (my old one included) still offer a vibrant environment that is ripe with opportunity and strategic thought leadership. But the marketing ecosystem has expanded and there will continue to be fluid movement between agencies, clients, publishers, and data & technology vendors. Ultimately this is healthy and will expand the talent pool for all. It’s not a one-way street.
What are your goals, short and long term, at Videology?
My short-term goals is meeting with as many of the smart people that I find myself surrounded with at Videology and soaking up their knowledge and their perspective on the marketplace. I also want to get out and meet our end users to understand their challenges and how our technology can help. After that, I hope to work with the North American team to build our roadmap for 2015.
Longer-term goals will be focused on driving the key strategic initiatives that Videology has been focused on surrounding the convergence of TV and video. I want to make sure that the marketplace understands not only how technology can help their business, but also the key differentiating factors that sets Videology apart from the rest. First, we know that multi-platform, cross-screen advertising improves results, and Videology’s technology connects linear TV with video to provide the cross-screen optimization across channels that is crucial to maximizing media value in today’s environment. And importantly, Videology is not doing this by retro-fitting a digital solution for television. The technology was built with television parameters in mind, including guaranteed pricing, delivery and upfront buying. Because of this, Videology’s technology is not designed to disrupt current TV models. We don’t want to break the model, we want to help the model evolve. This is an important differentiator and best way to accelerate the marketplace. And finally, I think it’s important to note that unlike some technology providers in the marketplace, Videology is not a content provider. This eliminates any potential conflicts or biases, and renders its technology truly agnostic. All of these differentiators will be at the forefront of my thinking as I work with the team to determine how our technology can bring the most value to our clients, and we’ll go from there. Stay tuned, it’s going to be a big year for Videology.