Executive Round Up: How Can Companies Improve Linear TV’s Value?
We asked executives across the industry how companies could improve the value linear TV brings. Here’s what they had to say.
Jeff Collins
EVP of Ad Sales
Fox News Media
Capitalize on attribution tools such as ACR technology to optimize linear schedules based on real world outcomes, not arbitrary age/sex demographics.
Peter Olsen
President
A+E Networks Ad Sales
Linear TV is still the best way for brands to reach the widest audiences, and we are able to offer many different solutions for clients: creative-led, data-driven linear, addressable.
Its value remains clear, despite the challenges we’re all navigating. Rooted in strong storytelling, linear continues to deliver on great creative and is the core of the multi-platform ecosystem consumers ‘live’ in.
John Roos
EVP of Corporate Communications and Research
INSP
In their classic book, ‘Positioning: The Battle for Your Mind’, Trout and Ries described how many people, overwhelmed by life’s complexities and expanding choices, crave the familiar. This is a pattern that has intensified in today’s heavily saturated, ever-changing media world. The plethora of alternatives leaves many confused and craving the simplicity of access and familiarity of traditional linear TV. In addition, linear TV provides niche entertainment and information that is attractive to advertisers.