Research firm Magid says advertisers now plan to pull back on their broadcasting buys by 36% this year as they aggressively hoard cash. To curb the crisis, Magid says account executives need to fully understand their advertisers’ business so that they can advise them how to market — and how to use TV — through the pandemic.
OTT and revived TV membership models were among the highlights of a local digital advertising conference that just managed to sneak in under the coronavirus wire.
For video consumers, choice is rampant — in both content and platform. In fact, Tremor Video CEO Bill Day says the current environment has created what he deems the golden age of video. When talking about the complexity in reaching consumers amid media fragmentation, Day stresses his belief that it should be relatively short lived as companies like Tremor Video and Nielsen take a broader view of the total audience.