This Addressable series is brought to you by Project OAR, the consortium of media companies aligned to bring standards for addressable advertising in linear TV. Learn more about the consortium here.

Given VIZIO's growing collection of content available on its SmartCast platform, licensing video becomes a large part of its business. To learn more about that, TV[R]EV spoke with VIZIO Vice President of Business Development Katherine Pond. In particular, she discussed licensing content, as well as the benefits of direct-to-device advertising:

On licensing:

"One of the things that I'm really looking at when I'm going out and deciding what content to bring to the platform is making sure that I have something from every genre and category of content that consumers are interested in. So it could be music, it could be sports, it could be movies, it can be TV shows. And then I want to make sure that consumers can access it the way that they want to access it. So if they're willing to pay for a subscription service we'll have a subscription version of that content available. If they want to pay for it via transactional method, we have that as well. And then one of the areas that we're really spending a lot of time focusing is on ad-supported content, which is one of the biggest trends we're seeing in the industry right now. "

A benefit of direct-to-device advertising on VIZIO?

"One of the things that's really special about VIZIO and our distribution footprint is the fact that we are in almost every major retailer in the United States. So whether you're looking for a consumer that has a ton of cash in their wallet and they're shopping at the high end stores, or whether you're looking for those consumers that are actually buying at a place where they can buy at a lower price point, we reach every single one of those consumers. What that means for the content partners is we have your audience. It doesn't matter who your audience is you can find them on a VIZIO device."