In a recent interview with The Media Leader, broadpeak.io’s Julien Boyreau shared his thoughts on why performance advertising represents a major growth opportunity for television: not by replacing traditional brand advertising, but by bringing a new category of advertisers to TV.
Rather than competing for existing premium inventory, broadpeak.io’s approach focuses on unlocking new opportunities, including overlay formats, unfilled FAST inventory and off-target addressable inventory. This allows broadcasters to generate additional revenue while preserving the value of traditional brand campaigns.
Julien also highlighted an important principle for TV advertising: television is a lean-back experience. Instead of asking viewers to shop directly on screen, Broadpeak’s Click-to-Phone and Click-to-Cart capabilities make it easy to continue the journey on a smartphone, creating a seamless connection between TV and mobile.
The key message is simple: performance advertising doesn’t replace brand advertising, it complements it. By making better use of underutilized inventory, broadcasters can attract new advertisers while continuing to deliver the brand-building power that makes television unique.
Read the original The Media Leader article and listen to the accompanying podcast here:
https://uk.themedialeader.com/why-tv-should-play-the-performance-game/
