Digital ad spending in the US was forecast to overtake spend on television commercials last year, but the CEO of Turner — which owns CNN, TBS, Cartoon Network, and Adult Swim — says TV is actually experiencing a resurgence.

Speaking to Business Insider at Mobile World Congress in Barcelona earlier this week John Martin explained that advertisers are switching some of their digital budgets back to TV because they feel it offers a better measureable return on investment.

He said: “I don’t want to make any bold predictions again, but we are starting to see money come back into TV that was previously being redirected into digital because … [of] the efficacy of television.”

Martin said TV companies have more data available to be able to offer advertisers audience guarantees, deliver specific types of audiences, and measure back how their commercials performed.

If you think about it, that’s really the best of all worlds because we’re trying to take what has made digital unique and bring it into the immersive television experience,” Martin said. “If we can continue to successfully do that, I think we’re going to be great.”

Martin said TV has been reaping the rewards after “some of the digital companies” that had problems with their metrics — likely referring to the high-profile measurement mistakes made last year by Facebook and Twitter.

“Some of the digital companies you have seen have had problems with metrics and KPIs, so there’s a little bit of suspicion around exactly if the marketers are getting what they thought they were getting when they paid for it,” Martin added.


Source Businessinsider