Observed Signal · Nov 30, 2025 · Industry Analysis · Source: State of Streaming · Impact: 2/5 · Sentiment: Neutral
Organizational Inertia Hinders Converged TV Advertising
State of Streaming published an industry analysis quoting Rob Friedlander, Executive Vice President at Transmit, who argues that organizational inertia — not technology — is the primary barrier to advertisers reaching modern TV viewers. The piece says TV and digital buying frequently remain siloed across different teams with mismatched KPIs, which wastes spend and misses high-impact moments. Friedlander recommends unified video investment teams spanning linear, CTV and digital, aligned KPIs tied to business outcomes, and a creative shift toward context-driven, timely spots as cookie-based targeting declines. The article frames convergence as an organizational and incentive problem: without structural alignment and shared incentives, advanced adtech and targeting capabilities cannot deliver their full value.
Analysis highlights a common operational barrier (siloed teams, incentives) to converged TV/CTV advertising and recommends structural change; relevant to media buyers and brands but not an industry-shifting technical or regulatory event.
Track Transmit Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Article published by State of Streaming (SOS) with a webpage metadata date of 2025-11-30.
- Rob Friedlander is identified as Executive Vice President at Transmit and is the primary quoted source.
- Friedlander's core claim: the biggest barrier to modernizing media spend is organizational inertia and legacy thinking, not technology.
- Recommendation: create unified video investment teams that sit across linear TV, CTV, and digital with shared KPIs tied to business outcomes.
- The article highlights a shift toward targeting context-rich moments within live programming as cookies and user identifiers decline.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Unite Linear and Streaming for Effective TV Marketing
Tatari's Mike Fogarty urged marketers to stop treating linear and streaming as separate channels and to adopt convergent, hybrid buying and measurement approaches. Speaking at Convergent TV World (March 5–6, New York City), Fogarty argued that programmatic and direct strategies should be used together, with programmatic insights informing direct deals and deeper DSP integrations enabling convergent activations. He highlighted growing viewership shifts between linear and streaming, fragmentation across devices, and the need for more nimble planning cadences. Fogarty noted attribution challenges and recommended multimodal measurement rather than a single attribution model. He also emphasized that Connected TV remains television—subject to currency debates and measurement plurality—and cited market sizing: roughly $70 billion for linear and streaming combined (about $30 billion for streaming alone; $90 billion including local linear).
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.