Are You Ready for the Future (of TV)?

The following presentation was delivered at the Future TV Advertising Forum in Toronto on April 28.

Authored by Seif Khemaissia, Director, Business Science, MediaCom and co-presented with Catherine MacLeod, President, thinktv, the presentation focuses on the challenges – and missed opportunities – of TV planning today.

Seif argues that for all the talk in the industry about the future of (TV) advertising, there’s plenty of opportunity to maximize TV plans today: TV spend has a direct correlation with business growth, and is a proven driver of digital activity, but Marketers often under-appreciate the value of TV because they’re focused on the wrong metrics, relying too heavily on delivery metrics instead of outcome metrics.  The presentation is a call both for TV spend, and for proper business measurement (ROI).