Matt Britton says TV advertising today buys broad demographics like the 18-49 crowd around shows like This Is Us, with almost no way to target by interests or past purchases. He predicts the shift to live streaming will let advertisers buy directly from celebrities and influencers as individual networks, finally bringing the precise targeting that linear TV never had.
Today, most television is still bought. I want to target the 1849 demographic which a certain show offers. So a show like this is Us, great show, new show on television, people buy based on their general demographic. But there's not many ways to target people based upon things that they like, things that they've bought in the past. Retarget people who might have visited the website. On television, things are really just spray and pray. Still. There are certain elements where you can do this, but nowhere near to the addressability and pinpoint targeting that TV is soon going to be able to offer. During the presentation, I talked about sort of the big evolutionary steps in television. First was reality tv. Then it was the mass adoption of Facebook and Twitter and the iPhone. Then it was photos and the selfie revolution and live streaming, sort of what's last, where celebrities can turn on the phone and in a voyeuristic way offer their lives to people in real time in its purest form. And I think Instagram launching that really is a big nod towards where things are headed where these celebrities, just like reality TV stars back in the 90s, are really incredibly interesting. And that's where I think a lot of this is going to be headed. During the presentation, I talked about sort of the big evolutionary steps in television. First was reality tv, Then it was the mass adoption of Facebook and Twitter and the iPhone. Then it was photos and the cel revolution. And live streaming is sort of what's last, where celebrities can turn on the phone and in a voyeuristic way offer their lives to people in real time in its purest form. And I think Instagram launching that really is a big nod towards where things are headed, because instead of networks pushing out content, it's the individual, whether it be the celebrity or the influencer, that really are their own networks. So these are the people who command the audiences and they're going to be the people whose content can be accessed via a programmatic platform.
