IRIS.TV COO writes about “How Ad Spend Will Move From TV to Digital Media” for iMediaConnection
By now we’ve all heard the proclamation that television is dying, dead, done, or finished. But that’s a rather irresponsible and premature assessment in my opinion. While online ad sales rose 17 percent to hit $42.8 billion in 2013, cable and broadcast ad sales are still substantially higher at $66 billion. But one thing there’s no denying is that online media has astonishing potential. The big question is how do we get digital to be as large and sustainable an industry as television? The answer may lie not in further disruptive innovation but in traditional techniques that have proven effective for decades.