Digital Ninja's What's Up, Parisian here in beautiful Seoul, South Korea. Did you know Do is set to be the heir to broadcast TV? Nobody was ever fired for buying broadcast TV. That is until they were. TV's share of the ad market is in free fall decline and interpublics magna estimates that in 2017, digital media will overtake the incumbent king of ad budgets for the first time ever. Many have seen this coming, but few are seeing do and not online video as its big successor. What makes me say this? It's about the nature of the medium. Cedar Mobles might gamma off, a real smart cookie, wrote an excellent guest post on digital signage pulse titled, Programmatic Buying for Digital Out of Home, a solution looking for a problem. I invite you to read it for yourselves, but what really jumped out at me was the diagram in which he contrasts online versus outdoor. In it, he describes Adahoma as having limited supply, high viewability, and low attribution. That sounds a heck of a lot like broadcast TV to me. I'm not the only one to think so. J.C. Deco in the UK famously rebranded much of its digital network, Channel 6, and is selling it like a TV channel. It even recently launched City Channel in the City of London, which provides business-focused editorial content from Press Association in Bloomberg. While this contents are far cry from TV level production, Channel 6's reach is already rivaling its TV counterparts, and I would wager that it's far more effective at driving sales due to its proximity to purchase. So why do a not online video is the rightful air to the safe ad by Crown? Because why would anyone ever watch a program with ads again if they can pay a subscription service and get the content they want on demand from a service like Netflix? Online video ads are also fraught with fraud and do not deliver the same shared common experience and halo effect that broadcast TV delivers. That's why, as time rolls on, Barry's idea to rebrand the DPA A's annual summit, the video Everywhere Conference, is proven to be more and more genius. Shapo Berry Shapo In conclusion, even if dude is not captured the line share of the TV ad budgets over the next few years, it may still rise to become the largest media category by spend. As the old media shake up reaches its stunning finale, Duel Shine is the last true broadcast medium. Alright Ninjas, this has been duty coded telling you why Du is the air to broadcast TV. Shinobi Sinha, Dan Farisian, Chief Strategy Officer, Kuiviti.