The dramatic shift in media viewing habits present real challenges for traditional local DMA media buyers. Media buyers and planners need to get acclimated on the OTT landscape to effectively reach the right audiences on these new distribution platforms.
Last month, I joined industry peers from Google, Nielsen, Comcast and MediaOcean in a lively panel talk on the future of television advertising at the Next TV Summit in New York. Our industry is transforming quickly and there’s one common theme that our panelists agreed on: television advertising is getting redefined every day.
Audience fragmentation is accelerating in our ‘place-shifting era,’ where people consume content anywhere, anytime and across multiple devices. In turn, advertisers are grappling with how best to reach and meet changing consumer expectations.
So how can advertisers reach their right audiences and create more effective campaigns in our fast-changing TV landscape?