Are Advertisers Tried and True Methods Lagging in the Age of Me TV?
by Chuck Moxley, CMO of 4INFO
The follwing article recently appeared in the AdExchanger "On TV and Video" section; a column exploring opportunities and challenges of advanced TV and video.
The good news: Today's TV viewers are more reachable across more addressable channels than ever before, broadening how and where they consume meda.
The bad news: Many agencies aren't adapting their planning and buying processes to match the pace at which consumers are changing media habits.
Based on my experience discussing the rapid TV and digital convergence taking place with agencies, many show a reluctance to adjust their strategies. But agencies will suffer if they don't stay ahead of the fast-moving changes in consumer media consumption.
Media consumption in "The age of me TV"
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