1 minute reading time (118 words)

The slow death of linear television

2873745549_315e833fee_b R Barraez d'Lucca, CC licence https://www.flickr.com/photos/rahul3/2873745549

GroupM has launched a report entitled ​The State of Digital 2018​. We'll report on its multifarious other statistics in subsequent articles but the standout one is that, globally, watching television online will surpass watching linear programming within the year

GroupM also examined programmatic trends: on average across reporting countries, 44% of online display investment was transacted programmatically in 2017 versus 31% in 2016. This will rise to 47% in 2018, it forecast.

For online video investment, however, programmatic is smaller – at 22% in 2017 versus 17% in 2016 and predicted to rise to 24% this year.


Warc has a good spin on it here and a contra-opinion from LBS Professor Patrick Barwise, from Imperica in 2010, is here.

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