Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

What’s Behind the Rapid Progress of Advanced Audience Targets in Linear TV

By January 12, 2018No Comments

Brands are increasingly utilizing “digital” like data and targeting with traditional TV advertising.

How big is the market? A recent analysis from Credit Suisse projected that audience buying on traditional TV could be a $100B business by 2030.

That is 40% larger than the entire TV advertising business is today!

Quote from Joshua Summers — CEO @ clypd:
“There are two sides to this, and they’re exactly as you laid them out. But there’s a chasing of dollars across the border. Digital folks want to expand their ability to sell into linear, and linear folks want to expand the ability to sell into digital. Each side has the same goal: to cross that line.

Marketers want to increase the effectiveness of their buys, no matter where they’re delivered. And the way they’ve learned to do that in digital is through advanced data sets, whether it’s first-party, CRM-type lists or third-party data sets. They want to be able to leverage that.”

Flashback. Nielsen announces Comcast agreement to incorporate set-top box data for local TV audience measurement

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.