In February of 2015 and then again in February of 2016 I penned articles challenging CEOs and CMOs about whether they were innovating to a fault and moving too much money out of television into digital advertising. I chose to publish on behalf of all TV ad sales executives and I later realized that I was also speaking for my colleagues on the media agency side. All too often, agencies feel compelled by their clients to “stay contemporary, be innovative, not miss the wave, plant a flag” – even without appropriate measurement and without proven effectiveness. The feedback from my sales colleagues and agency cohorts was truly heartening. Apparently, the dollars were moving faster than many folks involved in the day-to-day advertising world thought prudent.
TV Is Changing. TV’s Importance Is Not.
