As marketers seek ways to plan and integrate campaigns across TV and Digital channels, and the quest for universal processes and standards across those systems continues, new issues continue to arise. Here are just a few of the recent developments in the struggle for Digital/TV convergence.
There’s just no stopping progress. TV is changing, and it’s changing fast. The proliferation of tablets, smart phones, DVR and streaming options, along with the current internet-based (multi-screen and social-media-connected) culture, is ensuring a world in which TV (and TV advertising) becomes ‘smarter’ and a lot more portable. While many in the television industry have expressed concern over the way in which advertising factors into this new “TV Everywhere” future, many are seeing opportunity in the shift, and hailing it as a positive development for both marketers and viewers alike.