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State of the Screens

Why TV Ad Folks Should Learn Digital Skills — Now

By December 18, 2018No Comments

A must read article for ad sellers from Dave Morgan @ Simulmedia.

His projection: At least 50% Of TV ad jobs will be gone in 5 years.

This got a strong reaction from the ad selling community as you can imagine!

Five factors driving this change:
1)
TV world becoming digital.
2) TV world becoming automated.
3) TV world becoming marketer-centric.
4) TV world becoming data-driven.
5) Results will trump relationships.

Agencies appear to have a similar problem as they argue over whether OTT is digital or TV.

Our take: Video is video and a red line no longer separates TV from digital or OTT from social. The future of ad selling will look strikingly like ad planning with all of this being presented/executed together. A focus on meeting customer goals (brand building, etc.) rather than a zero-sum argument for a specific screen will be rewarded by the marketplace.

Quote from Theodore Levitt — Professor @ Harvard Business School:
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

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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