Venya Wijegoonewardene speaks to Campaign about broadcasters’ shift from linear to digital-first TV

On 3rd August 2023, Ofcom released its annual Media Nations report, an in depth analysis into media consumption in the UK,​​ revealing that broadcasters are turning to digital platforms to make up for a serious slump in linear TV advertising. 

But what’s the right approach and which platforms should marketers opt for?

Brainlabs’ SVP Strategy & Planning UK, Venya Wijegoonewardene, featured in Campaign UK weighing up the options. 

“Broadcasters will have to decide whether they partner with these platforms, sacrifice some margin but make a volume gain – or, as seems to be the current trajectory, risk going solo. The various supply-side platforms used by different broadcasters as they go “solo” has fragmented digital buying and made it hard to plan holistically.” 

Read the full article in Campaign UK here: https://www.campaignlive.co.uk/article/digital-advertising-saviour-linear-tv-downturn/1861612