Matt BrittonFounder & CEO powering AI-driven consumer insights

What television means to Generation Z

Name: What television means to Generation Z
Uploaded: 2018-09-16T01:06:47Z
Channel: Matt Britton
Description: The speaker argues that television is rapidly becoming "addressable"—allowing hyper-local and individual advertisers (e.g., a local pizza shop) to reach…

16 Sept 2018

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The speaker argues that television is rapidly becoming "addressable"—allowing hyper-local and individual advertisers (e.g., a local pizza shop) to reach precise viewers—and that the TV set will evolve into a personal, interactive platform (a "giant iPad"). Younger viewers (Generation Z children) do not recognize traditional TV networks, yet brands still allocate ~80–85% of ad budgets to those networks. The speaker predicts a shift: distribution will move toward sports leagues, hit shows going direct-to-consumer, and individual creators/YouTube stars becoming primary audience owners.

All media will soon become addressable, which basically means that Joe's Pizza will be able to advertise during the Super Bowl. The people that live within one mile of Duluth, Minnesota, and not just Papa John's or Domino's, will be able to advertise. The TV is going to become a giant iPad hanging on your wall. Ask an 8, 10 or 12 year old kid if they know what ABC is and they'll tell you it's the Alphabet. If you ask them what Fox is, they'll tell you it's an animal. They do not know what TV networks even are. No idea what it is. But brands are spending 80 to 85% of their budget on TV networks. So why Apple TV might look like this today, where you have a bunch of networks. Tomorrow it's going to look like this where you're going to have the sports leagues because live continues to dominate. You're going to have shows like Billions or whatever the show is of choice. Those shows will probably go direct to consumers and not have to rely on the big networks to distribute. And you're gonna have the YouTube stars, the individuals, because people are brands and brands are people, and these individuals are really what have the audience.