In October, industry thought leaders gathered at Current during Advertising Week to discuss the state of the industry for advertising to discuss the gap between digital video and linear TV at SpotX Connect. The event included insights from representatives from Nielsen, Sling TV, The Trade Desk, ESPN, A+E Networks, and more.
What’s to come for live and linear video
Kelly McMahon, SVP of global demand operations at SpotX, hosted a panel titled, Go Live: What’s to Come for Live and Linear Video to discuss topics from our recent white paper. One of the top challenges for live advertising is forecasting.
One of the other challenges when it comes to live environments is measurement and viewability.
“When you think about the live experience — the screens that it’s viewed on [such as 10-foot devices] — its inherently viewable,” stated Chris Flatley, Account Executive at DISH/Sling TV.
The future of advertising in today’s digital world
The second panel of SpotX Connect, The Future of TV Advertising in Today’s Digital World, was moderated by brand marketing expert Gary Milner. The panel consensus was that the way TV is consumed will vary, but is here to stay.
“We keep hearing that 2018 was the year of connected TV, but that’s not true,” explained Mike Fisher, VP and head of advanced TV and video at MediaMath. “The year of connected TV was 2015. It’s here. It’s happened. It’s time to embrace it.”
Understanding audience fragmentation across devices is crucial to understanding who to target when it comes to connected TV. Milner explained that 20 percent of all TV viewership of millenials is through connected television.
“Consumer adoption is moving from channel-based creation to content-based curation,” shared Milner. “TV isn’t going away, but the way we view it and who provides the programming, how we plan and measure ads is going to continue to change.”
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