What are some of the challenges for TV-Advertising in the new digital Age?

  1. This shift in digital viewing has caused several forms of fragmentation — content, screen, technology, and data.
  2. Content fragmentation has fractured our attention across tens of thousands of websites and devices. Not to mention the average number of devices used by a person has nearly doubled from approximately two in the year 2000 to approximately four in 2016. This screen fragmentation affects the quality that frequency holds because no longer are viewers watching advertisements on the same TV set and paying attention at all times
  3. . To make matters even stickier, every device is based on a different technology. The hardware is different, the operating system is different, the user interface is different, and we are no longer in a room dominated by one screen. This all makes it difficult for advertisers to efficiently reach a large, TV-scale audience.
  4. Finally, and perhaps most important, data fragmentation is running rampant. The volume, variety, and velocity of data has increased with video. Content is viewed on apps and in browsers; videos may be viewed on a smartphone or tablet, the operating system could be an iOS, Android, etc! Additionally, the action a person takes with video drives different data. Things like swiping a video, clicking with a TV remote, or waving a hand in front of a connected TV are all stats that need to be analyzed and processed in order to find the correct target audience — resulting in brand receptive and attentive viewers at scale.

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