The way we consume television and cable has dramatically transformed over the last five years. In this rapidly evolving media landscape, businesses must adapt their advertising strategies and partner with the right experts to ensure their messaging resonates.
Since leaving traditional media in 2017, it's become clear that the industry has undergone significant change—it's not just audience erosion. Even those still in the business acknowledge a shift. Many broadcast and cable sellers seem to have lost focus on their core product, prioritizing CTV and streaming sales instead. While this shift is understandable (it's the direction I also took), it's important to recognize that traditional and digital media sales require vastly different skill sets.
Traditional media sellers are generally not CTV or streaming experts. Here's why:
Knowledge Gap: Traditional sellers often lack in-depth knowledge of digital platforms, metrics, and targeting capabilities. Rather than and order taker your CTV | Streaming partner needs to collaborate and co-create a plan to your specific needs. Selling the traditional way is very different from working with CPMs, clicks, optimizations, conversions...
Shifting Mindset: Traditional media focuses on mass reach and broad demographics, while digital prioritizes precision targeting and measurable outcomes. This requires a significant mindset shift.
Technology Complexity: Digital media involves tools, algorithms, and data analytics that can be unfamiliar to traditional sellers. Understanding programmatic advertising, retargeting, and attribution models requires specialized training.
Pace of Change: The digital media landscape evolves rapidly, with new platforms, formats, and trends constantly emerging. This constant change can be difficult for those accustomed to the slower pace of traditional media.
Most Important: Traditional sellers often lack vision and control over the campaigns they sell. CTV and streaming schedules sold by broadcast and cable teams are frequently managed by centralized operations, often by individuals unfamiliar with advertisers' goals, needs, and unique circumstances. This leads to delays in reporting, optimization, creative changes, and other critical aspects of campaign management.
Pro Tip: For broadcast and cable advertising, work with local sellers who understand your specific market. For CTV and streaming campaigns, partner with experts specializing in these platforms to ensure optimal results.
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