While the media industry’s enthusiasm for addressable TV is building, it will remain a relatively small part of the TV advertising pie, says Dave Morgan, CEO and Founder of Simulmedia in this podcast.
Linear TV provides the reach and value that advertisers want. Furthermore steaming is not for everyone as a third of the country doesn’t have fixed broadband, Morgan notes.
While overall viewership for linear TV will continue to decline, CPM’s will rise and the overall marketing spend on TV will remain relatively stable, he predicts.
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