We know that traditionally, TV has an unrivalled ability to reach the masses compared to any other marketing medium. It has stood the test of time and will continue to evolve. However, thinking of TV as purely linear and a mass-communications channel is out-dated, and advertisers are already starting to think differently.
The evolution of TV has transformed it into a major driver of digital response and now allows for predictive technologies that optimise campaigns across both linear and digital. TV is being redefined as any form of video played on a TV screen – including advanced components such as OTT and VOD. This has opened up opportunities for advertisers to capitalise on TV’s effectiveness – in real time, with a targeted audience.
And as we look towards 2019, we will see a greater focus on understanding the complex consumer journey. Especially how the cross-over between channels, screens and devices can provide not only the opportunity for engagement but also leverage previously unexplored data to truly maximise the user experience.