The Buyer’s Dilemma Has Come Home to Roost
Today, the media industry faces multidimensional fragmentation, heightened media competition, limited measurement, and rapidly decreasing TV ad supply. Networks have pivoted toward streaming, and the buying community has followed, resulting in TV networks aggressively packaging hybrid offerings this Upfronts season.
These changes mean looming liabilities and risk management will guide this year’s Upfronts. Ad buyers fully appreciate the risk they are fully exposed to in the linear TV ad market – and the true measure of success may be how much exposure to which they can limit themselves.
Here is some food for thought as we enter Upfronts season… Read more here