UM’s Hill On The Evolutionary Pressures Reshaping The Television Market
There might not be anything revolutionary per se about the 2017 TV Upfront, but that’s not to suggest there aren’t a variety of evolutionary forces reshaping the competitive landscape. They range from competitive pressure to build out dynamic ad insertion capabilities to offering more precise audience targeting and ensuring brand-safe digital ad environments.
These are some of the trends that Tim Hill sees when he views the TV Upfront with the perspective of nearly 17 years at UM. Now EVP, Managing Partner, Integrated Investment, he shares his thoughts on a range of issues affecting buyers and sellers in this interview with Beet.TV.
It’s no secret that more advertisers would like to achieve more one-to-one messaging by being able to serve the most appropriate ads at a given moment via dynamic ad insertion. “The technology exists to do that. The problem has always been the scale of how you get there,” Hill says.