Traditional TV is Facing an Existential Crisis but There’s Still Hope says Omnicom’s Hopwood


The consolidation we’re seeing in the TV world is largely being driven by established media companies realising that their strategies for content production are outdated says Danny Hopwood, president of digital display at Omnicom. Hopwood argues however that simply buying large amounts of new content won’t necessarily be enough for companies like AT&T and Verizon, and that these companies might have to look to advanced advertising to sufficiently monetise this new content. In this interview, Hopwood also discusses whether the growth of ad-free video on-demand platforms is causing an existential crisis for TV advertising. Filmed at the Cannes Lions Festival 2018.


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