For the past 50 years, television has been the most effective medium for politicians looking to reach voters. This is about to change.
We know that the TV media landscape is fragmented—that's a forgone conclusion. What's becoming increasingly obvious to me is that there will be no turning back. TV no longer stands alone. Rather, it's more like a family that includes computers, laptops, tablets and mobile phones.
The writer Henry Miller once said of travel that our destination is never a place, but rather a new way of seeing things. Such was the case last week in Cannes, France, as leaders from across the advertising industry gathered to test their latest strategies and search for new ways of thinking.
The TV business is at the top of its game. The content is better than ever, and yet some people are uneasy. Content owners and sell-side tech providers are worried that with things as good as they are, there's nowhere to go but down. Specifically, they point to the massive shift to digital that's happening in TV.
Recently, a creative agency invited me to talk with them about the evolution in media buying technology. They wanted to better understand how programmatic and RTB—two of the driving forces of Advanced TV—were changing the advertising business.
Since the invention of television, the TV business and TV technology have evolved with increasing speed. There have been a few exceptions to this pace of change, and the question of the moment is whether programmatic TV will be one of them. First, a little context.