TV’s Training Offerings for Agencies Are “Outdated for the Modern Market” – Buy-Side View with Anything Is Possible’s Matt Towle

Why It Matters

The shift highlights a critical skills gap that could erode TV’s market share if broadcasters don’t modernize their agency support, while agencies that adapt can capture new revenue from smaller advertisers.

Key Takeaways

• Broadcasters lack modern agency training programs.
• CTV lowers entry barriers for $38k‑$1.3m advertisers.
• Agencies must evolve from buyers to strategic consultants.
• AI accelerates shift toward in‑house media functions.
• Performance metrics differ between brand and direct‑response campaigns.

Pulse Analysis

The rapid adoption of connected‑TV (CTV) is reshaping the economics of video advertising. Where linear TV once required multi‑million‑dollar commitments, today brands can launch effective campaigns with as little as $38,000, thanks to programmatic inventory and performance‑based pricing. Tests show CTV can match or exceed linear reach and response, delivering incremental lift across the funnel while offering measurable outcomes for both brand‑building and direct‑response objectives.

At the same time, agencies are feeling pressure to move beyond transaction‑focused buying. Towle observes that the flood of data and AI‑driven tools is turning media teams into strategic consultants who must educate clients, design holistic measurement frameworks, and protect brand budgets under tighter scrutiny. Soft services—training, insight generation, and cross‑channel strategy—now consume a larger share of agency time, positioning firms that can blend buying expertise with consultative value as the future winners.

Meanwhile, broadcasters and publishers risk falling behind tech platforms that already provide sophisticated agency enablement programs. LinkedIn’s video training, for example, turns agency staff into platform advocates, a model largely missing in the TV world where offerings like Thinkbox TV Masters feel antiquated. To stay competitive, broadcasters should launch modular, up‑to‑date curricula that cover CTV mechanics, data integration, and AI‑enhanced planning, fostering curiosity and continuous learning across agency teams.