Business Models Cord Cut, Too. Google’s Move Away from TV Advertising
Cord cutting isn’t just a consumer topic. Business models can fall victim to the trend, as well. Google recently announced that it will be shutting down its marketplace for traditional television advertising to focus on digital video solutions such as YouTube, AdWords, and ad serving tools for web publishers. With this decision, it’s clear that even the largest advertising platforms can no longer invest in trying to better the ‘old’ system, and must move full-steam ahead with digital video to stay competitive. Google is just the precursor to a future where successful media companies will fully embrace digital video across all platforms as a means to re-engage audiences’ fragmented attention.
Read our full article featured in the iMedia Connection blog here.