Observed Signal · Feb 9, 2026 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
Video Dominates ROI, Leaving Linear TV Behind
Bicycle’s Head of AV, Dylan Pritchard, says the agency has shifted toward a video-first strategy as new measurement tools and attribution models show video delivers higher ROI than linear TV. In a VideoWeek interview he credits platforms such as The Trade Desk and Amazon DSP for enabling programmatic, PMP-level video buying and says solutions like Adalyser and MMM have validated video’s performance for both brand and direct-response campaigns. Pritchard highlights operational concerns in CTV supply — widespread reselling and lack of inventory transparency — and warns UK broadcasters risk losing audiences and ad revenue to tech-native streamers like Netflix. He also describes agency role changes (advisory, integrating AV and programmatic teams) and emphasises unique reach and measurement as key metrics when planning video and CTV buys.
Buy-side evidence and practitioner commentary that programmatic video/CTV delivers higher ROI can influence media planning and budget shifts, affecting broadcasters and DSP demand; however, this is an industry viewpoint rather than a platform policy or technical release.
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Key Takeaways & Evidence Grounding
- Bicycle has shifted its media buying strategy toward video-first and reduced reliance on linear TV.
- Dylan Pritchard is Head of AV at Bicycle and spoke in a VideoWeek interview on 9 February 2026.
- Bicycle uses The Trade Desk and Amazon DSP to execute programmatic, PMP-level video buys.
- Measurement tools cited (Adalyser attribution and marketing-mix modeling) reportedly show video delivering higher ROI than linear TV across campaigns.
- Pritchard warns UK broadcasters (examples: Channel 4, ITV) face challenges competing with tech-native streamers like Netflix on discovery and programmatic supply.
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