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State of the Screens

As Television Gets More Digital, TV Advertising Needs To Follow Suit

By March 12, 2018No Comments

The big question. Can TV become more like digital faster than digital can become more like TV?

LiveRamp held their annual RampUp summit in San Francisco last week and TV played a major role with an entire track devoted to “people-based TV”.

Quote from Allison Metcalfe — GM of TV @ LiveRamp.
“We’re excited to bring these same capabilities to the world of television — including addressable TV, OTT services, connected TV, TV everywhere, video on demand and audience-based buying for linear television.”

Big announcements. LiveRamp rolled out their advanced TV platform with partners such as and Cross Screen Media


Quote from Dave Morgan — CEO @ Simulmedia.
“The message for TV companies is simple: Trust in your platform. TV ads are underpriced, not overpriced. But you won’t be able to capture the real value of your ad inventory until you know exactly how your spots drive sales for your advertisers, and you make sales attribution table stakes for all your campaigns.”

Growth in ad spend for January:
1) TV — ↑ 7%
2) Digital — ↑ 17%
4) Social — ↑ 42%
5) Facebook — ↑ 55%

Are we at an inflection point? Jim Nail from Forrester believes the answer is yes citing the fact that 15% of advertisers are currently using addressable TV with another 35% experimenting.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.