CANNES, France — How will the relationship between media agencies, brands and TV networks evolve as underlying media and marketing platforms continue to be disrupted? The incumbent TV industry remains in a strong position, a Beet.TV panel heard.<\/p>\n

“There\u2019s been a sea-change in the attitudes but, more importantly, the confidence of the broadcast and major cable network groups,” according to Nielsen global product leadership president Steve Hasker<\/a>.<\/p>\n

“They\u2019ve realized consumers are consuming more video.\u00a0Consumers prefer professionally-produced content. Professionally-produced content is hard to make. The TV networks are good at it.\u00a0They\u2019re in a good position if they play their cards right. The quality of television programming is unprecedented. That augurs well.”<\/p>\n

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• Simulmedia CEO Dave Morgan<\/a> said: “The television industry is a highly competitive oligopoly.\u00a0They know they need to move. Most TV companies would like to hold on to things as it is and slowly add pieces.”<\/li>\n
• Media agency Carat’s global president Doug Ray<\/a> said his firm is exploring new ways to evaluate campaigns for clients:\u00a0“We\u2019re looking at things like agency-based model and attribution modelling to get to the sale-based understanding.”<\/li>\n
• Campbell Soup Co. integrated marketing VP Yin Woon Rani<\/a> said the distinction between generalists and specialists in this fast-moving industry can make life challenging:\u00a0“If you look away for\u00a0 second, you\u2019ve missed something.”<\/li>\n<\/ul>\n

  They were speaking with Luma CEO\u00a0Terence Kawaja<\/a>\u00a0in a panel during Beet.TV\u2019ssummit on the future of television advertising<\/a>\u00a0at the Cannes Lions International Festival of Creativity. \u00a0 Please find more Beet coverage of\u00a0Cannes Lions here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

  CANNES, France — How will the relationship between media agencies, brands and TV networks evolve as underlying media and marketing platforms continue to be disrupted? The incumbent TV industry remains in a strong position, a Beet.TV panel heard. “There\u2019s been a sea-change in the attitudes but, more importantly, the confidence of the broadcast and major […]<\/p>\n","protected":false},"author":15,"featured_media":27995,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[4515,4520],"tags":[5265,5303,5313,3178,3374,5354,3461,4351,4565,4566,4572,4573,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/27988"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=27988"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/27988\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/27995"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=27988"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=27988"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=27988"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}