BSkyB’s head of online and mobile platforms Tim Hussain leaves for Collective UK
BSkyB’s head of platform development and partnerships Tim Hussain has left the pay TV operator to join multiscreen ad platform Collective as director of product strategy for the UK.
Hussain, who held a variety of senior roles at BSkyB over the past five years, will be responsible for driving the UK product portfolio for Collective, created to tackle ongoing industry challenges including frequency-capping ads across multiple screens.
The Drum understands his role will not be directly replaced and his responsibilities have been transferred to BSkyB's head of systems and development Sam Bardwell.
Hussain told The Drum it is a “confusing” time for advertisers, as the digital ad ecosystem continues to evolve and diversify.
“A few years ago everything was more separate, mobile and video were bought separately, as was real-time-bidding (RTB), everything was in its own vertical. But what interests me now is many of these building blocks are starting to come together, but you could also say that it is now more confused because everything is across platforms.
"Display companies are trying to do video and vice versa and that creates both challenges and opportunities,” he said.
Hussain, who was responsible for revenue and development for mobile, video and online ad platforms and partnerships, along with next-generation TV ad platform development and data and audience strategy at BSkyB, believes cross-platform advertising is “fundamental” for brands.
“It’s no longer about running a mobile campaign, or a video campaign, it’s about ‘how can I reach that user across platforms and know it’s the right user?’ – that’s what advertisers want. Frequency capping is an important part of that – how can an advertiser ensure their ad is not being played five times online, then again on tablet and other devices. It is a big challenge for the industry, along with ad misplacement and visibility,” he added.
Collective's products are designed to address these issues in the US, and Hussain's remit will see the same formats introduced in the UK.
Collective, formerly a display ad specialist, bought UK video ad network WebTV Enterprise in May 2011, having already partnered with Adobe and Omniture to bolster its web analytics offering. At the time it brought WebTV's 25m-strong premium network, with revenues coming primarily from broadcast.
Hussain will report to Collective UK managing director Giles Ivey.
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