Commentary

Saving The Most Powerful Medium

TV is still powerful -- just ask the new audience targeting service companies.

Speaking on a panel at the MediaPost's Outfront event with Mark Lieberman, CEO of TRA Inc. and Dave Morgan, CEO of Simulmedia, Jon Mandel, chief executive officer of PrecisionDemand, says:  "We can prove TV is the most powerful TV medium... We three are going to save TV."

Much of this coms from new technology and new data --- set-top box data for one.

In part some people in new media are buying in. Mandel says a number of Internet-savvy executives have come to PrecisionDemand. "A lot of these guys have now have access to big data, and they say, 'I want to work in the medium that actually sells product.'"

TRA's Lieberman says this is all needed because from 2002 to the projected year of 2015 -- TV is estimated to see flat growth, staying at around $60 billion to $70 billion. "It's not just from big data... It's the risk is that TV doesn't take advantageous of this new technology."

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