The advertising industry is one that tends to employ definitions and terminology that is very much its own. It often leads to confusion, with terms that have a lot of flexibility as new methodologies and ways of doing business evolve.
However, in media, radio and TV must be beholden to the direction that the consumer defines. Today, says Tivo Senior Director Anthony Acquisti, that is largely driven by consumer need for increased content consumption and “always-on” connectivity.
When speaking about the living room, he says, consumer attention has increasingly shifted to connected TVs and the streaming content and advertising that goes along with this new living room. What does this mean for broadcast TV’s future?