The global advertising market has certainly experienced plenty of disruptions over the years that have made their marks—some of them lasting—on advertising spend and placement.
The most recent disruption—COVID-19 and the resulting economic crisis—has created extremely turbulent and challenging advertising dynamics for global broadcasters, media firms, and telcos that’s hammering ad spending in the near term while accelerating some of the trends that have been unfolding across the industry for years (principally, the ongoing shift to digital).
But in the current crisis there’s opportunity for companies that seize the moment to transform their ad sales organization. By infusing automated, AI-driven processes and workflows, new skills and incentive systems, easy-to-interpret enterprise data, and holistic visibility of inventory and forecasts, media companies can achieve true “media-tech” status and be better positioned to grow as ad spending recovers.