2020 Outlook: The Top Trends Shaping TV Advertising
10 January 2020 • tvsquared
Marlessa Stivala,
Content Marketing Manager

Over the past few years, the TV industry has undergone a massive revolution—and there’s no sign of it slowing down any time soon. In 2020, the evolving TV landscape will continue to present a myriad of opportunities for advertisers, media owners and consumers.

In our latest eBook, we examined a few of the most exciting industry trends happening right now. Here’s a look at what lies ahead throughout 2020 and beyond:

  1. OTT: Going from Tested to Trusted

Last year, many TV advertisers began to actively experiment with OTT advertising, using test-and-learn approaches to reach audiences they never would have through linear alone (aka the cord-cutters and cord-nevers). This year, we’ll see OTT scale as this platform becomes a critical, trusted aspect of the “media mix”—one that is consistently measured and optimized for performance, alongside traditional linear.

  1. The Rise of Impressions + Performance

2020 will see impressions and performance come even closer to overtaking traditional ratings when it comes to dictating how TV is bought and sold. While impressions tell you about the “who” saw an ad, performance demonstrates TV’s direct impact, proving that people are actually responding to them.

  1. Politics Impacting Non-Political Advertisers

This year, TV is expected to draw more political ad dollars than ever before. This means that non-political advertisers need to be prepared for a tightened market. With inventory scarcity and higher-priced ad buys, savvy marketers will experiment with their video mix to ensure maximum performance.

  1. A Data Wake-Up Call

Last year was all about the “panel size,” but 2020 will be marked by a data “wake-up call.” Advertisers will focus less on acquiring additional data and more on generating valuable insights from the data they already have.

For a deeper look at these and other 2020 trends, download our full eBook here.