1:35pm
Brian Wieser has predicted that soon all that will be left are platforms like Google and Meta. This panel responds: The best platform will be Television. It will have all the programmatic ease, speed, data, algorithms, AI of the great digital platforms. Plus it will have higher incremental sales and brand growth per dollar, no viewability problem, no fraud problem, no brand safety problem. And as for scale—the ability to reach more people per campaign—thousands of its programs dwarf the top digital vehicles and it will actually outscale the tech giants. As if that were not already enough, there is more: it will be transparent—not a walled garden! No need to fall back on lookalikes, probabilities, and weak signal when using first-party or third-party advanced audiences! It offers third-party measurement and MRC Accreditation, not self-supplied report cards! And TV’s average seconds of attention per ad impression? 8-15 seconds versus 0-2 seconds!
What is stopping us? Nothing, this is already happening today—Universal Ads, Spectrum tvbeat, UltiMedia, TVB, Audyns…everyone is pooling inventory and creating easy dashboards and built-in ROAS measurement. UltiMedia intends to be the one dashboard that includes all the others, adds RMT and four other layers of exclusive optimization. Hear all about it and kick the tires with the moderator and panelists, who include:
