TV Advertising 2017: Samba TV Predicts


Ashwin Navin, CEO and co-founder of Samba TV (pictured left), predicts the following important trends in TV advertising for the coming year.

· The reach of linear TV will continue to decline, and media companies will increase per unit pricing of TV ads to make up for the decline.

· In response, advertisers will allocate fewer dollars to upfront deals and implement more rigorous planning and attribution to buys that they can justify with analytics.

· Nielsen currency will persist but secondary metrics will be used to a greater degree in negotiations of TV ad buys.

· Networks will roll out attribution platforms to help them compete with online ad vendors like Google and Facebook that sell on a performance or conversion basis.



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