While the term “disruption” is used liberally, Hudson MX and TVSquared are the poster children for disruption in an industry that has worked relatively the same way for 60+ years. This episode focuses on how Hudson MX has turned TV buying on its head – automating and bringing performance to a clunky, inefficient process that wasn’t keeping up with advertiser needs. JT says “one of the challenges faced by a lot of tech folks coming into the advertising industry is they paint a picture of where the world should be, but don’t think about how you help folks get from where they are today to there. Advertising agencies have to deliver results at scale, so to be able to do that, you need to be able to operate with different media types and markets and capabilities.” A big part of the Hudson MX approach is to “start where people are.”
JT is seeing a lot of company leaders who are focused on how they can free up employees from doing tasks and work that are not super valuable to clients so they can spend time on areas that impact client results the most. Just because there is more technology and automation doesn’t mean less people. It just means that employees can be freed from mundane and administrative tasks, and instead re-focus on strategic thinking initiatives that robots simply cannot comprehend.
The Surge of Local TV
“If you look at 2021, my guess is that a double-digit percentage of local TV will be either purchased on or optimized on audience or outcomes metrics, which is crazy growth” says JT. Jo states that some of the big network broadcasters who are relying on their longstanding reputations are starting to be eclipsed by local as we are seeing local advertisers spending more and sign on for longer. Jo also notes that we’ve got local advertisers dipping into OTT and streaming at TVSquared, so it will be interesting to see how the growth plays out in the future.
Check out the full episode here. TV Talk with Jo Kinsella is also available via Spotify, Apple Podcasts, Stitcher and Google Podcasts.