TripleLift, a leader in digital advertising and innovative ad formats, has released a comprehensive report titled "100 Years of Television", celebrating the centennial of television’s first public demonstration. This landmark anniversary commemorates John Logie Baird’s historic demonstration at Selfridges department store in London, which changed the landscape of global culture and created one of the most powerful advertising mediums.

Television's Evolution: A Century of Innovation

The report provides an in-depth analysis of television’s journey from its experimental beginnings to becoming a dominant digital powerhouse. It highlights key moments throughout history that reshaped TV advertising and how it continues to evolve today. The report also examines the rise of Connected TV (CTV), which is rapidly becoming a fully digital medium, offering new opportunities for advertisers, publishers, and viewers.

"Television has undergone a remarkable evolution from Baird’s mechanical demonstrations to today’s streaming-first environment," said Andrew King, GM and Product Lead, CTV at TripleLift. "The question for the future is whether TV will evolve into an infinite library of creators like YouTube or remain a curated, lean-back experience with a strong brand identity."

Insights from TripleLift's Report

The report explores TV's transformation across several pivotal eras, including the rise of the broadcast model in the 1950s, the cable boom of the 1990s, and today’s streaming-dominated landscape. Leading industry experts like Rino Scanzoni, former GroupM chief investment officer, Scott Schiller, former NBCU sales executive, and Tracey Scheppach, CEO of Matter More Media, provide in-depth analysis throughout the report.

Findings:

• Digital Transformation: TV is rapidly becoming a fully digital medium, with streaming set to account for 100% of TV consumption within the decade, unlocking new capabilities for advertisers and presenting fresh challenges.

• Creative Revolution: The future of advertising will see AI and automation driving more dynamic, personalized, and interactive ad experiences. Creative strategies will be increasingly tailored to individual user preferences.

• Commerce Integration: Shoppable TV experiences are expected to grow in importance, though standardization and seamless user experiences will remain key hurdles for the industry.

• Performance Orientation: With advertisers demanding more measurable outcomes, TV is shifting from being purely an awareness medium to focusing on performance-driven metrics. Upfront deals based on performance are expected to rise.

TripleLift's Role in TV’s Digital Future

As the Creative SSP, TripleLift is well-positioned to help advertisers navigate the future of television. The company is focused on developing innovative formats that blend the emotional appeal of TV with the precision and interactivity of digital media. This combination offers better experiences for consumers and improved outcomes for brands.

"We are at the forefront of creating better experiences for both brands and consumers," said Bill McLaughlin, Vice President-Head of CTV Sales at TripleLift. "By blending the emotional power of TV with the precision of digital advertising, we’re helping to craft a more effective future for advertisers."