“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.
Today’s column is written by Lorne Brown, CEO at Operative.
TV is not dead. Advertising is not dead, either, but it is changing, fast. That’s an opportunity for growth.
Equity analyst Omar Sheikh has predicted that advanced TV will grow into a $100 billion opportunity by 2030. That’s billions of dollars more than today’s entire US TV advertising market at $74 billion.
There is no possible scenario where that money goes only to Google and Facebook. Regulators won’t let it happen, and neither will consumers and advertisers. Instead, buyers will rally around a varied group of huge media marketplaces that make it easy for them to buy across TV, digital and more.