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State of the Screens

Grading our 2019 predictions

By January 2, 2020No Comments

Since it’s always fun to publically grade last year’s NYE resolutions, we decided to do the same with our predictions…

1) OTT/CTV will converge TV/digital skills – For the most part, new digital video formats (pre-roll, social, etc.) have stayed in the digital skills camp.  OTT/CTV is the first format that is being claimed by both the TV and digital sides, even if both are attacking from different angles (demo vs. audiences, etc.).  Both sides see a huge market and will continue to claim it belongs in their media plan.  Another reason why brands, agencies, and networks need to overcome silos with cross screen teams.

Verdict: Silios on both the buy and sell-side persist, but this is still a mega trend and one to watch in the years ahead.

2) Local will lead the way in advanced TV measurement – Breaking Nielsen’s national panel down into 210 individual markets causes major issues on the sampling side, and those involved in local marketing are incentivized to adopt alternative currencies faster than national advertisers.  This will have the side benefit of ushering in audience buying since these would allow for custom audiences.  This trend has already started with announcements from groups like Scripps and Gray.

Verdict: Slow out of the gate.  There was significant momentum late in the year, and we anticipate that the 2020 election will set the standard in advanced TV.

3) Disney+ will be a success – The Disney catalog of content will provide a compelling reason for subscriber adoption, and this service will get traction.  However, Wall Street may take a different view of Netflix’s 59M+ domestic subscribers are used as a benchmark.

Verdict: This was not a tough one to see coming, but the overall execution from Disney has been impressive to watch.

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.

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