Episode 112: Ilya Pozin of Telly on why the future of TV is free
Feb 28, 2025
auto_awesome
Ilya Pozin, Founder and CEO of Telly and co-founder of Pluto TV, discusses his groundbreaking approach to television by offering free, ad-supported TVs. He reveals how Telly manages to monetize ads while providing a high-quality viewing experience. The conversation dives into the innovative business models fueling this free TV revolution, challenges in the ad tech industry, and the impact of recent elections on advertising trends. Get ready to rethink how you watch TV and the future of media consumption!
Telly's innovative strategy of offering free TVs through ad support signifies a potential disruption in traditional television revenue models.
The introduction of the AU metric highlights the urgent need for more relevant and effective advertising measurements in the attention economy.
The upcoming Marketecture Live event is framed as a prime networking opportunity, focusing on key topics like AI and sustainability in advertising.
Deep dives
The Rise of AU Metric
AU is introduced as a modern metric for planning, buying, optimizing, and trading media, distinguishing itself from traditional metrics like viewability which have become outdated. This shift emphasizes the growing need for more relevant and effective measurement tools in the advertising space. Edweek recognizes AU as the most widely acknowledged metric in the attention economy, highlighting its importance in the market. The conversation suggests that agencies should transition to AU to avoid relying on obsolete metrics that no longer provide meaningful insights.
Telly: The Free TV Model
Telly is presented as a groundbreaking ad-supported consumer device that offers free TVs, challenging conventional television pricing and revenue models. The CEO, Ilya Posen, discusses how the device can enhance viewer experience through dual screens and integration of various functionalities, differentiating it from traditional TVs. The emphasis on ads as the primary revenue source signifies a shift in how consumers might interact with television, moving away from hardware sales to ad-supported revenue models. The success of Telly could potentially disrupt the market by allowing consumers to access high-quality TVs without the usual costs associated.
Marketecture Live Event Insights
The upcoming Marketecture Live event is framed as an important opportunity for industry networking and discussions on cutting-edge topics, including AI and sustainability. Notable speaker Brian O'Kelly will present on the intersection of AI and sustainability, exploring new avenues for innovation. The anticipation surrounding the event reflects a broader industry interest in the evolving nature of advertising and technology. Participants are encouraged to attend for rich content and diverse speaker insights, signaling a high level of engagement among professionals in the field.
Innovations in Advertising Delivery
Telly focuses on maximizing ad effectiveness by ensuring ads are displayed only when viewers are present, utilizing a motion sensor to detect engagement. This innovative approach promises better ad recall rates compared to traditional commercial breaks where viewer attention often dwindles. The integration of data-driven targeting into the ad experience suggests a customization that could lead to more meaningful interactions as users are shown ads based on real-time engagement metrics. This not only enhances the viewer experience but also promises advertisers a more engaged audience for their campaigns.
Future of Browsing and Ad Inventory
The discussion around the future of browsing suggests a significant shift towards voice-based interactions and the potential obsolescence of traditional web browsing. As AI-driven agents become more capable of retrieving and delivering information, the role of browsers may drastically change, impacting how ads are served and viewed. This transformation raises concerns about the viability of current ad revenue models, with the risk that traditional inventory may diminish as user behavior shifts. The potential for new business models to arise emphasizes the need for adaptation in the advertising space to ensure continued engagement and monetization.
