His projection: At least 50% Of TV ad jobs will be gone in 5 years.
This got a strong reaction from the ad selling community as you can imagine!
Five factors driving this change:
1) TV world becoming digital.
2) TV world becoming automated.
3) TV world becoming marketer-centric.
4) TV world becoming data-driven.
5) Results will trump relationships.
Agencies appear to have a similar problem as they argue over whether OTT is digital or TV.
Our take: Video is video and a red line no longer separates TV from digital or OTT from social. The future of ad selling will look strikingly like ad planning with all of this being presented/executed together. A focus on meeting customer goals (brand building, etc.) rather than a zero-sum argument for a specific screen will be rewarded by the marketplace.
Quote from Theodore Levitt — Professor @ Harvard Business School:
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”