Marketers’ willingness to maintain adspend is to be applauded, but media agencies must now create extra value, deliver great service and innovate to make spend stretch further, writes The Grove Media’s MD.
David Price
David has driven transformational activities to deliver advanced technology in the TV and media industry since the transition to digital technology. His roles have included Founder and Board Member of the Ultra HD Forum, the VR Industry Forum and the DASH Industry Forum. He is past-President of the MPEG Industry Forum. David is an advisor to many TV, media and technology conferences around the world and currently holds a number of Board and Advisory positions in this sector. He is Principal at Scala Advisors LLC.
David has driven aggressive top and bottom line growth as an executive in a number of leading communications technology companies. Previously, he held the position of Vice President, Strategic Business Development, TV and Media at Ericsson, based in Silicon Valley, USA, and was a member of the executive team at Harmonic Inc, where he helped grow profitable revenues from less than $50m to over $500m. David was previously Vice-President with TV/COM International and prior to that, Vice President at M/A-COM Linkabit (Hughes).
LATEST ARTICLES
Dynamic optimisation using AI should be a good thing for broadcasters’ connected TV services, but it’s uncertain whether the industry can adapt to make it happen.
ITV’s new data-measuring service enables advertisers to assess the effectiveness of their regional campaigns. Its significance is potentially greater than meets the eye, writes The Grove Media’s MD.
The answer is not more regulation or ad bans. What we need is better enforcement of the current rules on falsehoods and misinformation in advertising, argues Grove Media’s MD.
The media industry needs to come together to stop the ‘bedrock’ of the TV landscape being eroded.
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Advertisers need to find smarter solutions to harmful content and online risk or miss out on monetizable content.
The first thing all agencies should be saying to their clients is: hold your nerve.
Yes, we need to prepare for the worst case scenario, but there is a positive future for C4 that is not beyond the realms of possibility, writes David Price.