Jessica Goodfellow
Jun 26, 2019

Industry against the clock in shifting TV investment online

In such a fast-moving media ecosystem, the industry cannot afford to continue to trail behind consumer shifts, warns The Trade Desk.

The industry needs to move super quickly in moving media investment from waning traditional TV mediums into online, or it will risk opening itself up to hyper inflation, according to The Trade Desk's SVP of Asia.

Matt Harty believes a total rethink of media investment is needed to take into account consumer viewing changes, but has warned the industry is against the clock.  

We have been propelled into this...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Delving into Libra: Is Facebook's currency the future of finance?
Premium
5 hours ago

Delving into Libra: Is Facebook's currency the ...

Libra promises to provide the unbanked with financial flexibility, which would benefit brands, especially in Asia. But government objections could scupper its chances.

Premium
What wedding faux pas could overshadow this dress?
Premium
6 hours ago

What wedding faux pas could overshadow this dress?

Campaign for WildAid contends that a poor menu choice is more devastating than even a hideous fashion fail.

Premium
SpotX integrates IAB Tech Lab’s Open Measurement SDK
Premium
6 hours ago

SpotX integrates IAB Tech Lab’s Open Measurement SDK

IAB Tech Lab has more than doubled certified partners using the OM SDK since December.

Premium
M&A deals slow down but value grows
Premium
6 hours ago

M&A deals slow down but value grows

TOP OF THE CHARTS: R3’s latest study highlights martech as the driver behind industry M&A, and points to a big drop in China activity.