Probably one of the clearest explanations for which digital is slowly catching up with \u201ctraditional\u201d TV, at least when it comes of attracted budgets is the following:<\/p>\n
\u201cIt\u00a0is easier to spend 10\u00a0million\u00a0dollars in television than 10.000 dollars in digital\u201d<\/p>\n
This statement belogs toTerence Kawajafrom Luma Partners, one of the most respected US investment banking companies (specialized in media, digital and tech.\u00a0Luma is also realizing that the famous \u201clandscapes\u201d (probably the most \u201cstolen\u201d slides from the specialized events industry).<\/p>\n
I\u2019ve met Kawaja atDMEXCOin Cologne\u00a0(and, with a bit of luck, maybe I will convince him to come toICEEfestin 2016). He is one of the best \u201cequipped\u201d (with logic and data) people that I have listened to and, considering he is an investment banker, it is almost shocking to see that he understands the digital and tech industry better than many of those working in the very sector.<\/p>\n
That is why the presentation \u201cThe future of (digital) TV\u201d is worth the time investment. You can find it below in video format andit\u2019s available here as PDF.<\/p>\n
To summarize, the thesis of Luma Partners\u2019 people (that I agree 90%), it is that, because of ecosystem\u2019s maturity, of the small number of players (comparatively to those over the internet), to the total transparency of the data feed, of standardization and of the simplicity of the buy-sell process and of the fact that major TV networks are pre-financed by the big advertisers, the moment when internet will \u201ckill\u201d linear TV is postponed. Indefinitely.<\/p>\n
Moreover, although \u2013 at least in US but the trend is noticeable also in other countries \u2013 the digital market increases in volume\u2026TV doesn\u2019t give up either. At all.<\/p>\n
The increase of TV advertising in US during the last few years, applied on the video digital advertising market, would double the volume of online video advertising (see the explanations at minute 24)<\/p>\n
What is clear for everyone is that the printed press is on a \u201cdeath\u201d path, while the (classical) radio doesn\u2019t feel sensational either (but it is safer). A graphic with the historical evolution is available below.<\/p>\n
Here is why it is more probable for TV to \u201cinvade\u201d the digital area than the other way, says Kawaja. I suspect him of a direct interest here, considering Luma makes its money from consultancy in mergers and acquisitions but, beyond anything, the guy has some very interesting arguments and data.<\/p>\n
In conclusion, the most probable, even if the TV content consumption pattern will radically change, those who will produce it and who will profit from the money to come from this source are still the players from today\u2019s traditional TV. Or especially them.<\/p>\n
If you work in content, publishing, TV, digital\u2026I recommend to spend 30 minutes during this week-end with the presentation above.<\/p>\n
Enjoy!<\/p>\n","protected":false},"excerpt":{"rendered":"
Probably one of the clearest explanations for which digital is slowly catching up with \u201ctraditional\u201d TV, at least when it comes of attracted budgets is the following: \u201cIt\u00a0is easier to spend 10\u00a0million\u00a0dollars in television than 10.000 dollars in digital\u201d This statement belogs toTerence Kawajafrom Luma Partners, one of the most respected US investment banking companies […]<\/p>\n","protected":false},"author":1,"featured_media":614,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business"],"_links":{"self":[{"href":"https:\/\/dstanca.net\/index.php?rest_route=\/wp\/v2\/posts\/589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dstanca.net\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dstanca.net\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dstanca.net\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dstanca.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=589"}],"version-history":[{"count":1,"href":"https:\/\/dstanca.net\/index.php?rest_route=\/wp\/v2\/posts\/589\/revisions"}],"predecessor-version":[{"id":615,"href":"https:\/\/dstanca.net\/index.php?rest_route=\/wp\/v2\/posts\/589\/revisions\/615"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dstanca.net\/index.php?rest_route=\/wp\/v2\/media\/614"}],"wp:attachment":[{"href":"https:\/\/dstanca.net\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dstanca.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dstanca.net\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}