Targeting a Path Forward for TV Ads, Data Could Create a $100B Upside

摘要

DESPITE DECLINES in traditional linear viewer-ship and ratings, TV ad revenue should grow at a steady pace over the next decade or so, with targeted messages and other advanced-advertising methods rising to replace money that continues to head to digital providers such as Google and Facebook. Credit Suisse media analyst Omar Sheikh, in an April report whose bullish messages were cited several times at the B&C and Multichannel iVews-sponsored Programmatic Summit, said targeted ads could account for an additional $100 billion in revenue or more through the year 2030. That would transform what some analysts have predicted would be a slowdown in ad growth (to about 2% annually) into an acceleration, with average growth in the 5% to 7% range.