TripleLift: 100 Years Of Television
This landmark new report from TripleLift traces television's transformation through distinct eras, from its experimental beginnings through the broadcast model's establishment in the 1950s, the cable boom of the 1990s, to today's streaming-dominated landscape. Industry experts including former GroupM chief investment officer Rino Scanzoni, former NBCU sales executive Scott Schiller, and CEO of Matter More Media, Tracey Scheppach, provide analysis throughout the report.
Key findings include:
Digital Transformation: TV is rapidly becoming a fully digital medium, with streaming expected to account for 100% of TV consumption within the decade, unlocking new capabilities for advertisers while raising new challenges.
Creative Revolution: AI and automation will fundamentally change both content creation and advertising, with experts predicting more dynamic, personalized, and interactive ad experiences.
Commerce Integration: Shoppable TV experiences will become increasingly important, though standardization and seamless user experiences remain critical challenges.
Performance Orientation: "Attribution and outcomes are going to be leading the charge," said Bill McLaughlin, Vice President-Head of CTV Sales at TripleLift. "TV can no longer be an awareness-only medium. I think you'll see a lot more upfront performance deals."
