"When I started planning AV campaigns they were focused on linear TV, and you might tack on some video on demand depending on the audience and the ambition of the client," said George MacKean, an account director at independent media agency Bountiful Cow and a former TV planner. "Over time that's shifted. For some clients with young-ish audiences, linear TV just isn't cost-efficient anymore."
Maybe this would be easier for broadcasters to handle if the largest TV advertisers were still pouring money into TV. However, that's not the case.
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