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State of the Screens

The Death of Interruption

By February 6, 2018No Comments

Great post by Matthew Rosenberg (@CanonFodder) who is both a friend of SOTS and father of Off the Grid.

The big idea. The root cause of the ad industries challenges is not measurement or ad fraud, but rather “The Death of Interruption.”

Quotes from Matthew Rosenberg — Principle @ First Chair Marketing
“As an industry, we seem to have decided to make a guiding principle out of “value exchange,” asking ads to earn the audience’s attention. But ads were never why the audience showed up in the first place.”

“Interruption earns its attention by being unavoidable. An old TV ad simply got attention for being there, and only then did it have to be good. No one asked a TV ad to be good enough to make the consumer want to watch it. That is indeed a high bar.”

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.