29 September 2014 | Industry Buzz
In “Traditional TV Ad Revs: Still To Grow, Perhaps At Expense Of Digital Platforms” Wayne Friedman quotes Brian Wieser’s analysis of TV inventory:
“If new inventory is freed up as characterized here – and even if it is not – we can still envision two other sources of incremental revenue, potentially: programmatically-driven data-driven or audience driven buying, and the shift of online video onto traditional TV — rather than the other way around,” writes Wieser.
Friedman goes on to note
So what are we left with? Traditional TV networks rushing to ramp up programmatic media buying — something which marketers desperately want — as well as buying systems that would focus in part or in a large majority, on audience-targeted buying.
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