STRATEGIES FOR SUCCESS IN 2024

STRATEGIES FOR SUCCESS IN 2024

In 2023, advertising dollars shifted towards Amazon, YouTube, and other major platforms, with media companies left feeling the pain. They face a number of stress factors across their business, from made for advertising (MFA) and Artificial Intelligence (AI) content to lack of Connected TV (CTV) standards to the decline of traditional channels like linear TV. All of this makes it harder to sell to demanding advertisers, harder to maximise revenue and harder to get ahead of competitors.
 
Media companies’ sales teams also contend with major fragmentation across channels and partners. Not only are there different sales channels from direct to affiliate to programmatic, there are also different ways of selling across linear, digital and CTV. National advertisers want to target audiences across these different channels and buy strategically, which can be a major lift for media companies to manage in addition to the high volume of smaller location targeted ad sales. This makes it hard for sellers to be nimble and maximise revenue for the company and creates an extremely complex business to manage.
 
 

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