Change is Exciting -- For TV, and For Me

I love TV amp160Always have And truth be told I love the commercials as much as I love the programs Well some of them at least amp160When I was a kid each morning in elementary school my friends and I spent as much time talking about the ads we saw on TV the night before as we did talking about shows we watchedFlash forward to today and I see this same phenomenon whenever a great TV campaign ignites social media amp160Why has this interaction between TV and social persisted throughout time I believe it is because TV ads make a strong impression the strongest of any form of advertising amp160And this interaction is poised to get even strongeramp160 With media consumption on the rise people are watching more TV than ever beforeamp160 As a result according to many analysts brands are projected to spend record amounts on TV advertising this year amp160But there is a paradox The way we watch TV has changed dramatically in the digital age with more devices occasionsamp160and program selection than ever before and yet the way brands buy TV advertising has remained stubbornly stuck in a paradigm developed before the dawn of digital amp160The prevailing metric remains the GRP the prevailing targeting dimensions are restricted demographics and buyers are far more focused on CPMs than on measuring the business outcomes of their advertising amp160In digital advertising where Iamp8217ve spent the majority of my professional career weamp8217ve moved to a more quotpeoplecentricquotamp160model amp160we can target audiences more precisely and we can measure the outcomes of advertising with greater certaintySo hereamp8217s the connection between the exciting changes ahead for TV and for meamp160 Simulmedia is the leading companyamp160 I dare say the only company amp160that has adopted a peoplecentric model for transacting linear TVamp160 It has the software and the science to find specific audiences reach those audiences with the right frequencyamp160and prove that the buy delivered the desired results In other words Simulmedia has invented technology to make to linear TV advertising like digital only betteramp160 Better because Simulmedia applies digital advertising principles without imposing the digital advertising ecosystem with all of its wellknown problems amp160Itamp8217s a thrilling moment of change for TV and for me My passion has always centered on driving innovation and leading change in the media industry Changing the paradigm by which television is bought and sold is a huge transformational challenge I couldn39t be more excited to join my good friend Dave Morgan and the incredible Simulmedia team on this journey amp160The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Change is Exciting -- For TV, and For Me

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Michael Zimbalist

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Change is Exciting -- For TV, and For Me

Michael Zimbalist

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