Our Insights

The TV and video landscape is undergoing a profound transformation, opening new opportunities for media buying agencies and clients. The Big TV Summit ’24 brought together industry experts and thought leaders to explore these changes, and Angela Parrish, Senior Lead of Video and Audio, attended to ensure that Lewis Media stays at the forefront of industry conversations.

The conference kicked off with William Carmichael of American Express who highlighted the evolving, and increasingly complex, video landscape where the lines are blurring between linear and streaming.  With consumers subscribing to an average of 9-11 streaming services, and the constant churn of subscribers, it is “crucial to run campaigns across a wide range of platforms to ensure scale and unduplicated reach.” This aligns with Lewis Media’s programmatic buying approach and audience-first philosophy. We work with our clients to truly understand their target audience, diving into learning who makes up the audience, what’s important to them, and where they consume media. Once we have those answers, we can build our media buying strategy accordingly.

A recurring theme was: “Video is video, no matter where the audiences are consuming it.” Deirdre Thomas, Chief Product Officer at Nielsen Audience Measurement, emphasized the importance of measuring time spent across platforms. Lewis Media leans into understanding our audiences, and where that audience spends their time. It forms the basis of our discovery and research process, serving as the foundation for all of our client campaigns by informing our audience targeting strategy, ensuring that we effectively reach and engage the right consumers. Essentially, if we know that a client’s target audience spends most of their time on one social media platform, it makes sense to lean into advertising there. Alternatively, if the data suggests they’re streaming, or watching TV, we’ll meet them where they are already spending their time.

In a session focused on Local TV, Taylor Byrnes,VP, Media and MarTech for Liberty Mutual Insurance, shared insights as a national advertiser with a hyper-local focus. Local TV revenue grew to an estimated $165.7B in 2023, allowing marketers to reach audiences where they are making purchase decisions.  Lewis Media knows the power of local TV for our clients, and we value the partnerships we have in local television. 

Conferences like Big TV Summit '24 provide essential industry education. The channel experts at Lewis Media have years of experience, but in an always changing industry, ongoing education is critical. By learning from industry leaders, our team stays ahead of the curve, delivering best-in-class media buying services to clients in an ever-changing media world.