Observed Signal · Oct 12, 2026 · Other · Source: Adzine · Impact: 2/5 · Sentiment: Neutral
Agencies Consolidate TV-Digital Planning but Gaps Remain
In this interview, Phillip Laudien of Teads discusses the progress and remaining gaps in total video planning. He notes that agencies have made significant strides in breaking down planning and buying silos over the past nine to twelve months, but client-side structures remain fragmented. Key challenges include different measurement currencies (GRPs on TV, impressions and attention digitally), the need for unified frequency capping across devices, and closed ecosystems that hinder independent measurement. Laudien emphasizes the role of Connected TV (CTV) as a bridge between linear TV and digital, and proposes attention as a common measurement standard with channel-specific benchmarks. He anticipates the elimination of the artificial TV/digital distinction within three years, driven by a shift towards audience-first and context-based planning.
The interview provides insights into the ongoing consolidation of TV and digital planning, highlighting industry challenges and potential solutions like attention metrics, but it is an opinion piece without a specific breaking news event.
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Key Takeaways & Evidence Grounding
- Agencies have shown significant progress in consolidating TV and digital planning and buying silos over the past 9-12 months.
- Client-side budgeting structures remain fragmented, hindering cross-channel planning.
- Different measurement currencies (GRPs for TV, impressions and attention for digital) create artificial boundaries.
- Laudien proposes attention as a common measurement standard with channel-specific benchmarks.
- He predicts the TV/digital distinction will disappear within three years.
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Related Market Signals & Shifts
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