Last week I spent a (virtual) day with some of the leading experts in the Canadian television scene at The Future of TV Advertising Canada conference. Topics ranged from the pandemic rebound, to innovation in the media marketplace, to Canada’s increased consumption of streaming.

Today’s media sales teams are bogged down and burned out by behind-the-desk admin work. To make matters worse, they’re burdened by systems that don’t talk to each other. These inefficiencies cost them hours of re-keying data into multiple platforms – hours they should be transacting advertising campaigns.

In today’s complex marketplace, it’s imperative for ad sales teams to be armed with the best market intel and advertiser insights at their fingertips. This data needs to be available without requiring analysis to price and build proposals.

The Television of Tomorrow conference brought together leaders from across the TV industry – from agency partners to experts in linear, video, tech, and research - giving their point of view on the value of broadcast and how to measure that value.   The panelists agreed television is still the single most effective brand-building medium and the ability to measure that effectiveness is instrumental in television’s future.

Technology leaders at broadcast TV and radio companies have infinite demands on their time and attention right now.

Programmatic has proven to be a huge opportunity for digital advertising. A simplified buying process with unlimited targeting opportunities? That’s a marketer’s dream, and it’s why broadcasters have seen more and more advertising dollars diverted from TV to digital.