What Are You Most Excited About For 2024, Part 1

That’s the question we put to our Thought Leaders Circle members at CES this year. Check out Part 1 today, with Part 2 due out on Wednesday.

EVAN SHAPIRO (ESHAP): So much more of the television financial foundation is going to be built around the use of data to predict outcomes. The byproduct of that will be, I think, much more personalization for the end user, less overreach, less over frequency, and I just think there's an opportunity through the prism of the advertising economy to really dictate important, better experiential change inside the television ecosystem.

ADAM BERGMAN (VIZIO ADS): How we talk about business outcomes is the thing I'm most excited about this year. A CPG company wants to sell a tube of toothpaste; the QSR wants you rolling through the drive-thru and coming in-store. Whether you're on the buy side, sell side, ad technology, big data, whatever it is, we need to be talking about what an actual brand wants to achieve with a real consumer. 

BRITTANY SLATTERY (OPEN AP): I'm excited about all of these new streaming platforms that are coming, have been in market, but are introducing more responsible ways to engage ads in front of those consumers in a way that's relevant to their user experience and isn't disruptive to their viewership. 

JUSTIN EVANS (SAMSUNG ADS): I think that advertisers are still lacking the data they need to be successful in streaming. We're seeing data that shows that there's quite a lot of overlap between both linear and streaming, and among AVODs, still leaving many audiences unreached. We're launching a solution called Optimal Reach, which provides reporting about how linear and streaming are duplicating the audiences that are missed.

TONY MARLOW (LG AD SOLUTIONS): Firstly, I think it's the year that shoppable television comes to the fore, and now is the first time that the consumers are telling us that they're ready. People want to be able to buy either directly from their television or using something like a QR code to take the message from the biggest screen in the home into the screen in their hand for that shoppable experience. I think the other thing that's really interesting for connected television is that 2024 is a presidential election year, and it's easy to forget four years ago ad-supported streaming television wasn't really as predominant a thing. This time around, it's going to be very different. 

SPENCER POTTS (MADHIVE): From my vantage point, and from our vantage point at Madhive, I really get excited about the convergence of local and national. You know, I think that the white space between the two is starting to converge, where national is seeing ways that they can become more local in the way that they target, in the way that they identify, the way that they get their outcomes. And then the local markets, which we've been serving for the better part of six years, are able to kind of get to their own advertisers and say, 'Hey, listen, let's make sure that we have equal footing in the space.' More of the democratization, I'd say, of media. 

RONNY LUTZI (ZEASN): ChatGPT or the whole AI, large language models, the usage and the data you can get out of that is pretty much unlimited."