THE BLOG
12/07/2014 07:02 pm ET Updated Dec 06, 2017

Tech Means 'Creative Renaissance' for TV: SMG's Scheppach

CHICAGO -- The internet may have displaced newspapers, magazines and radio in many consumers' lives. But advertising execs - even those from technology backgrounds - don't believe TV is about to croak any time soon, a Beet.TV panel heard.
  • DigitasLbi's programmatic strategy and analysis VP Brian Zaben: "It's not going anywhere. It will just be more informed. The data points we'll be able to (use) ... will make it more relevant."
  • Target digital media VP Brent Rosso: "TV's not going anywhere. The medium, nothing rivals it. That said, we don't know what we don't know yet."
  • AOL video sales VP Margee Anderson: "As demand for quality content continues to grow, we're going to see it taking a stronghold in the media mix."
Whilst advertising folks still love TV, that doesn't mean they don't think ads there can be upgraded by bringing more data to bear.

"I have several clients, because they're having to serve a mass message, the message is so watered down, it doesn't speak to the true audience," said Starcom MediaVest Group's precision video EVP Tracey Scheppach. "As tech and data improves, you'll be able to improve the creatives - so I see a creative renaissance coming as well."

They were interviewed by Vertere Group CEO Tim Hanlon for Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL.

You can find this post on Beet.TV.