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State of the Screens

The TV Ad Industry Agrees It’s Ready for an Overhaul, According to New Survey

By June 26, 2018No Comments

91% of TV execs said they are personally enthusiastic to try new technology to change the TV ad industry according to a new study from Videa.

% concerned that organization will not be able to keep up:
1) Media reps — 68%
2) Media agencies — 50%
3) TV stations — 39%

Quote from Shereta Williams — President @ Videa:
“This change is going to happen and it’s not about technology replacing people, it’s about transforming how people do their jobs and transforming the ability to use their advertisements to put their messages in front of the right people in all of these touch points in a meaningful way,”

Read the full study here.

Flashback #1: ‘Next Gen TV’ Could Be An Ad Boon For Local TV Stations

Key stats for current programmatic efforts w/ Videa:
1) Markets — 96
2) Stations — 188
3) Stations/Market — 2
4) Households — 69m
5) Annual ad impressions — 432b

Flashback #2: TV Advertising Has A Marketing Problem

Local video ad spend in 2022 (% of total):
1) Television: $29.8B (80%)
2) Digital: $5.3B (14%)
3) Other: $2.0B (6%)

More #1: TV Advertising Industry Ready For Automation

More #2: Interview with Shereta Williams, President, Videa

More #3: TV Marketers Grapple With Targeting Tools, Growing Costs

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.