Real-Time Bidding Reaching 30 Percent of Video Ad Sales, Videology's McMahon

02/16/2013 09:22 am ET | Updated May 30, 2013

Consumer preferences around the platforms of video consumption is leading a "revolution" in the video ad medium, says Tom McMahon, president of Videology in this wide-ranging, on-stage interview with Rob Norman, Chief Digital Officer of GroupM, the giant media agency of GroupM.

Real-time bidding, meaning automated buying and selling of video ad inventory, will soon account for 30 percent of video ads sold, says McMahon and that number will grow as premium publishers become more comfortable with the process.

This 11-minute segment was taped at the recent Beet.TV exective retreat in Vieques, Puerto Rico where Rob Norman was a keynote speaker and a moderator.

Separately, Videology has released a report on the fast pace of video ad growth.