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State of the Screens

What Google’s Newest Venture Says About the Future Of TV Ads

By March 22, 2018No Comments

It is amazing that only 6% of television advertising in 2017 will be bought programmatically. A ton of room for growth considering how massive this industry is.

Question — What type of local broadcast inventory will they get access to?

A smart take from Bill Wise (CEO of Mediaocean) — “When we talk about winners and losers in a converged advertising ecosystem, we tend to focus on whether the traditional media players can function in a digital future. But the digital businesses will be disrupted by the coming convergence, too. For every time we ask whether the traditional businesses can go digital, we also need to ask whether the digital players can go linear. The answers to both questions will determine the future of the ads industry.”

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.