Originally published in Digiday, by Michael Bürgi
With the Newfront presentations recently finished and the TV networks’ upfront presentations taking place next week (not including those who pitched agencies and clients individually), the marketplace — and the expected contentious negotiations over that marketplace — will spring to life not too long afterward.
So what are marketers, and the agencies that negotiate on their behalf, to do? Omnicom Media Group recently issued a report to clients that paints a picture of diminishing returns on linear TV (40 percent erosion of adults 18-49 gross ratings points from 2015-2020).
To find out more about Omnicom’s suggested alternatives and more click here.