Thesis
Television 2.0: buying and selling in a connected world
Master of Science (M.S.), Drexel University
Aug 2019
DOI:
https://doi.org/10.17918/syn1-kg69
Abstract
The researcher attempted to analyze the problem of rapid technology changes in video consumption as well as audience fragmentation and how advanced TV technologies are overcoming those obstacles. The researcher surveyed a panel of experts using the Delphi Method in order to create a consensus on the state of advanced TV and if its applications were being utilized in media buying. Conducting an interview with an executive responsible for advanced TV at a media company and surveying a panel of nine media buyers accomplished this. The goal of advanced TV for media companies is to be able to build content scale in order to increase viewers and monetize targeted household impressions instead of being bought based on age/gender demographics. The results of the study found that while media companies are deploying advanced TV products, it has not become a technology that is used by a majority of media buyers. The interview with the executive revealed that at his company, the sales team was not even being asked to actively sell their advanced TV products, which could explain why buyers are not utilizing it. While this is just the strategy used by one company, media buyers still seem to be lacking an education on advanced TV and how it can help them demonstrate to clients the ability to target their customers and measure key performance indicators and not just use television for broad reach. Media companies are continuing to consolidate and scale and as they continue to push advanced TV products; this could change the perception of buyers. Advanced TV is still in the early stages and there is more research to be done on the topic.
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Details
- Title
- Television 2.0
- Creators
- Gary Newman - DU
- Contributors
- Philip W. Salas (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vi, 83 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 9640; 991014632315904721