TV Advertising Is About to Change Forever
Posted in: UncategorizedThe start of TV unbundling is upon us, with HBO and CBS leading the way, but we’re not just about to see a new way to discover and consume TV content — we’re going to see what happens when TV advertising becomes fully digital.
Slowly but surely, a lot of the words we use to describe media and appliances are becoming rather inappropriate. We may use a smartphone, but the phone app for many is one of the least-used apps. We listen to the radio, but we do so from a tablet. We read newspapers from a laptop, and we’re about to have watches that have little to do with the time.
Yet, we still align the entire world of advertising around these old-fashioned appliances and assign budgets to pipes that have little meaning. People now stream music, watch “Breaking Bad,” and read the news, but the way the stuff they love gets to them is the least important thing. However, the pipe is what we’ve used to arrange how our agencies operate, what they make, how they define themselves, and how we get paid.
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