The rise of CTV has muddled the ownership of media budgets within ad agencies.
The advertising industry will need to change how it functions as the rise of CTV is blurring the lines between broadcast and digital advertising. Agencies will need to be prepared for further evolution as advances in attribution will lead to further convergence between the digital and broadcast teams.
Currently, the sales reps from the advertising and broadcasting are increasingly approaching buyers from the other side. But, the fast pace of technological advances will mean that both teams will increasingly be leaning into each other’s specialisations.
It is imperative the agencies be ready to meet the demands of the evolving landscape. With every screen becoming digital and interconnected, individuals in the media supply chain will need to change as well.
[5 minute read]