Traditional silos between AV and digital media buying teams are beginning to break down, thanks largely to the ongoing evolution of the Advanced TV (ATV) marketplace, according to a new insight report from MiQ.
Produced in partnership with New Digital Age, the report, Agents of Change: Shaping the future of Advanced TV advertising, features profiles of key digital media executives who are helping to break down the silos in their own organisations to help leverage the incredible potential of ATV.
In an illuminating series of interviews, senior players from agencies including PHD UK, the7stars, Wavemaker UK, Starcom and Jellyfish all offer their take on the contemporary marketplace and their predictions for the year ahead.
Justin Pearse, Editor of New Digital Age, who provides the report’s introduction, said: “Traditional TV buyers and digital and programmatic specialists have long been living in different worlds, divided by different languages, different priorities and cultures. But the world has changed.
“Luckily there are an increasing number of Change Agents breaking through, helping bridge the chasm between these two worlds. Fearless leaders bringing cohesion to any industry desperately in need of resolution. NDA has partnered with MiQ to profile and celebrate these individuals.”
More than two-thirds of UK households now own a smart TV. In recent years, audience TV consumption patterns have evolved rapidly and, generally speaking, have moved away from traditional linear TV channels. Instead, viewers are turning towards a broad range of internet-enabled streaming services, with even more new players entering the market all the time.
Pierre de Lannoy, Strategy Director, EMEA at MiQ, commented: “Future-facing brand marketers are recognising they must learn how to weave ATV into their media plans to continue to reach their desired target audiences. However, compared to the long-established buying and measurement patterns of traditional linear TV advertising, the landscape for ATV advertising is far more fragmented and opaque.
“At MiQ, we have evolved our support services for advertisers to reflect the rise of ATV. In the US TV and video marketplace, which is more mature than in the UK, we’ve been helping linear TV advertisers to find their target audiences on YouTube and via ATV. Now we are bringing our expertise and learnings from the US to UK advertisers and their agencies.”
Change Agents, from MiQ in partnership with New Digital Age, is an ongoing initiative across the written word, video and audio celebrating the individuals helping build the new Advanced TV industry.
You can download the full report for free here.