There’s a larger and fundamental shift in the way the TV advertising ecosystem operates. Marketers no longer have to wonder whether their TV ads drive sales. They can know, and that’s the first step to transforming from running TV as a cost purely to be minimized to seeing TV as a driver of revenue and customer growth. In this article about the future growth of TV advertising, Credit Suisse media analyst Omar Sheikh points to four reasons why he predicts that advanced TV advertising will become a $100 billion business, or double the size of the current market:
- More targeted advertising opportunities for TV network sellers and buyers
- TV network groups doing a better job selling all their vertically integrated networks
- New efforts with third-party measurers
- OpenAP, the new TV network consortium looking to standardize new audience segments.
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