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The Bulk of Time and Dollars Spent Aren’t Going to Traditional TV Anymore

Erica Schmidt, managing director of North America for Cadreon, will speak about the state of programmatic and advanced TV at Programmatic IO on April 5 in San Francisco.

The times, they are a-changing for traditional TV planners.

Advertisers and agencies increasingly expect to buy TV, over-the-top (OTT) and mobile on a converged basis. And many want to bring their own data to the bargaining table.

For example, Interpublic Group’s investment arm, Magna, revealedin January it would double its spend on Roku. In addition, it would create custom targeting segments via IPG’s ad tech unit, Cadreon.

As viewership shifts to OTT and short-form video, agencies have been forced to adapt their planning strategies.

“The bulk of where time and dollars are spent is not on traditional TV anymore and we, as an industry, are just trying to catch up with that,” said Erica Schmidt, the North American managing director for Cadreon.

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