This article was originally written for, and published at, The Drum.
Read the original article, “TV is the last frontier in digital advertising”, here.
In his now (in)famous speech at the US IAB’s Annual Leadership meeting he said that, if concerns around transparency, fraud and brand safety were not addressed before the year was through, he’d withdraw his company’s advertising spend from these platforms.
This speech was something of a turning point. Perhaps unsurprisingly, in this real-life story of David and Goliath, the industry has been eager to celebrate victories where it can: YouTube channels now need to collect at least 10,000 views before they can monetize their video clips, for instance.
But has the internet ad industry reacted sufficiently strongly to the criticisms he rightly levied at it?
Pritchard again reiterated this message at Dmexco, where he claimed that the changes he demanded in his January speech are about 60% there. Describing 2017 as the year “the bloom came off the rose for digital media”, he declared that “the fog has begun to clear”.
But there is still much work to be done to solve the key challenges around the lack of independent measurement, widespread fraud and continuing brand safety concerns that he – and many others since – have outlined.
Certainly, progress can’t be described as rapid.
Television: A new frontier for digital ads
More heartening, perhaps, is the fact that there is one area of relatively unchartered territory in the digital ad world: TV. Fighting battles here could lead to far faster, and greater, gains.
Incidentally, Warc’s latest Global Ad Trends report, released last month, focused on TV. Following analysis of more than 600 case studies, it finds that effective big budget campaigns of more than $10m have allocated almost two-thirds of their budget to this medium.
High-budget campaigns continue to focus on TV, then, despite the rise of digital. We tend to focus on shiny new toys, but there are far older media which still hold sway. According to Warc, media agencies expect TV costs to rise in 2018.
The reason for this? It works. And what’s more, many are claiming that today we are living through a ‘golden age’ for TV.
To read more about the addressable, brand-safe world of TV opportunity, check out the full article here.