Paramount Advertising Chief John Halley Says Current Mix Of Streaming, Linear And Digital Is “A Big Mess” For Buyers And Sellers, “But We’re Going To Work Toward A Better Future”

deadline.com:

Paramount Advertising President John Halley says the current marketplace, with free and subscription streaming, digital inventory and linear TV as well as uncertainty about measurement is “a big mess” for both buyers and sellers.

Nevertheless, Halley asserted during a keynote appearance at Paramount’s TV Now conference, “we’re going to work toward a better future.” His remarks came during a Q&A session with Evan Shapiro, a former cable and streaming exec who opened the half-day event with an overview of his “media map” and related insights about shifts in consumer habit and the business landscape.

Change has defined Halley’s tenure since being promoted to the top ad role in an exec shuffle last fall. He has contended with an ad market that softened notably in 2022 but one showing signs of a rebound in recent months.

Even as dollars are flowing back into the overall ad market, though, where they are headed remains a question. Traditional media companies like Paramount face a complicated process of managing traditional broadcast, cable, streaming and digital platforms and blending it together for advertisers.