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...
- 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