A Tipping Point in TV Ad Buying: Linear First is “Backwards,” 360i’s Warburton

Powered by the wholesale consumer migration to OTT devices, the stratagem for TV investment is at a turning point: Buying linear first is “backwards,” says Catherine Warburton, EVP and Chief Investment Officer at 360i, a Dentsu Aegis Network unit.

Digital and streaming video is no long just about reach she notes, in this interview with Beet.TV

The move to OTT will be significant part of the conversation at next week’s IAB NewFronts, she expects.

This video is a preview in a series leading up to the 2020 IAB NewFronts. Please visit this page for additional segments from the Road to the NewFronts 2020. This Beet.TV series is presented by the IAB.

By Andy Plesser on June 18, 2020 @beet_tv

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A Tipping Point in TV Ad Buying: Linear First is “Backwards,” 360i’s Warburton

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