Restoring Reach And Fixing Frequency For Video Ads: GroupMs Thomas Beet.TV

LONDON, UK — What the ad gods give with one hand they can take away with another.

Case in point – new ad offerings from SVOD and AVOD TV providers can restore ad reach that was lost to subscription video.

But Simon Thomas, Global Director, Audiences Research, GroupM, says that is creating a risk of exposing viewers to duplicate ads.

Thomas is a 45-year ad industry veteran, with stints at Starcom, MEC and others.

Now one of the execs leading audience research and investment decisions at the world’s biggest-spending agency, he sees both promise and pitfall int he new ad offerings.

“One of the main issues we have in the market is the declining linear viewing, which means that we don’t have the reach that in previous years, we could accumulate,” he told me during Beet.TV’s London summit in December.

The likes of Netflix and Disney+ ad-supported tiers could help.

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Tags Content Marketing, Digital Marketing, Video Content Marketing, Video Marketing