Can the TV pie grow? The two top prognosticators in the forecasting of future ad revenues are (to me and many others) Jack Myers and Brian Wieser. Now that SMI exists, these two industry powerhouses are working with even harder and faster data, further increasing the value of their guidance. It’s interesting therefore that last week I had an interesting series of email exchanges with Brian that revealed at least one small detail on which we don’t seem to agree. Brian feels that the size of the TV pie is not likely to ever change. I feel that addressable commercials could be a "pie expander" for (whatever we are going to call) TV/video advertising.
The Future of National Television, Addressables, Content Creation: Part 2
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