As we head into what is set to be a seminal year for the digital industry, NDA has been talking to leaders across the market to hear their thoughts on what 2020 holds.
In the end of year rush that feels even more frantic that usual, across the industry there is a huge sense of excitement and optimism about the year ahead. Many of the issues that have dogged digital advertising are starting to fade away and the platforms and technologies that have been on the verge of mainstream adoption are finally set to break through.
Not least of these will be connected TV advertising, where Samba TV will play a big role. We asked Managing Director of Samba TV EMEA Dave Barker for his 2020 Visions.
What has been the most important development of 2019 in the digital industry?
The explosion of subscription VOD services from the likes of Disney is going to disrupt the huge linear TV advertising marketplace even more in 2020 than 2019. Hunting elusive audiences who now hardly ever venture into linear programming (other than LoveIsland) will become more and more difficult for TV advertisers.
This is a huge concern for both buyers and sellers.
What are you most excited about in digital in 2020?
Finally being able to deliver to TV advertisers comprehensive insights that shows the true reach and frequency of their campaigns across TV and Digital.
We launched Samba TV TRF in beta mid 2019 and already 5 of the UK’s largest advertisers have bought into the product. Next year I expect to see over 50!
Why should advertisers be excited about digital in 2020?
See above. For the first time ever in Europe, advertisers will be able to deterministically see the true reach and frequency of their integrated TV and digital campaigns – they can then plan accordingly and implement cross channel optimisation tactics.
We are seeing a plethora of new companies entering the space. Other than your own company, who are you most excited about?
Reelgood. With more and more services launching I increasingly struggle to find content to watch when away from home.
Reelgood solves this problem as it is a complete guide and recommendation engine to online streaming content, with the ability to track and play content across 250+ streaming sources. It’s super useful.
What’s your personal highlight of last decade?
The sale of Enpocket to Nokia whilst I ran EMEA!
Love those Finns but maybe in hindsight we should have sold to Microsoft who also courted us…..
What is your one Christmas wish for the digital industry?
Rapid adtech consolidation so buyers have less companies to evaluate before they can judge who are the real businesses worth working with.
