Television has been the core medium for the advertising industry for decades. While other media such as web and mobile-based content have eaten into its share of audience attention, it still offers brands the widest reach. Moreover, the audience’s desire to relax on the couch with their families and be entertained by a big HD screen is a unique desirable experience that newer mediums can’t replace.
What is beginning to change, however, is the underlying structure of Television. The idea that TV shows are arranged in linear numbered channels is no longer a technical requirement. A generation is rising that is less receptive to the concepts of expensive bundles, traditional interruptive ad breaks, and being locked into accessing certain content on some screens but not others.
In an on-demand, de-bundled, cord-cut world, the big question is “What now for marketers?”
In this paper we attempt to lay out the current landscape, the promising technologies that are budding, and the exciting future possibilities that lie ahead.