2020 Vision: New Decade, New TV Ad Trends
06 February 2020 • tvsquared
Marlessa Stivala,
Content Marketing Manager

The TV industry is undergoing a massive, exciting revolution, and there’s no end in sight. That’s why we gathered some of our favorite industry leaders from Effectv, Samsung Ads, Marketing Architects, NBCU and TVSquared to talk about what advertisers need to think about in the new TV era. The video series is available on-demand, but here’s a quick look at what was discussed:

Performance in the New TV Era

Andrea Zapata, Effectv’s VP of Data Innovation & Insights, discussed that while the move toward impressions was an important step forward, it’s only a piece of the attribution puzzle. Performance (the actions viewers take after seeing an ad) is a critical component to understand and then optimize TV’s true impact.

Andrea Zapata, Effectv
Andrea Zapata, Effectv

The Data Wake-Up Call

Jo Kinsella, TVSquared’s President, talked about why 2020 will be the “year of the platform” and how advertisers will focus less on acquiring data and more on generating actionable insights with the data they already have.

Jo Kinsella, President, TVSquared
Jo Kinsella, President, TVSquared

Maximizing Immediate + Long-Term Impact

Dan Cleveland, Marketing Architects’ VP of Analytics, shared ways advertisers can get performance AND brand awareness with TV. Buying into the belief that performance comes at the expense of brand building (or vice versa) is antiquated – advertisers can have both.

Dan Cleveland, Marketing Architects
Dan Cleveland, Marketing Architects

TV & the Summer Olympics

For the upcoming Tokyo Olympics Games, NBCU has seen more than 50% of inventory bought by first-time advertisers. Bruce Kallner, NBCU’s SVP of Strategic Sales & Marketing, explained how this demonstrates the resilient power of live TV events.

Bruce Kallner, NBCU
Bruce Kallner, NBCU

U.S. Political TV Ad Trends

Dan Sinagoga, Effectv’s VP of Political Advertising, discussed how TV remains the dominant medium for political advertisers, including candidates, super PACs and associations. For this election cycle, political advertisers are looking at performance, diverse video mixes and target-ability in a completely different way.

Dan Sinagoga, Effectv
Dan Sinagoga, Effectv

Convergence of Linear & Advanced TV

Justin Evans, Samsung Ads’ Global Head of Analytics & Insights, talked about how 2020 will be “a watershed year” in the convergence of linear and CTV, the misconceptions that exist around digital TV advertising and how cross-platform, multi-touch attribution is closer than we think.

Justin Evans, Samsung Ads
Justin Evans, Samsung Ads

You can watch these interviews together or separately on-demand here.