Programmatic TV Needs to Advance as Quickly as Social and Mobile

MullenLowe Mediahub's Sean Corcoran also wants it to be less boring

Sean Corcoran, director of innovation at MullenLowe Mediahub, wants to see advances in programmatic television match the pace and attention of mobile and social media. Getting there is never easy, he admits, having just arrived at CES 2016 in Las Vegas.

Part of the challenge, to Corcoran, is that creative needs to catch up to what programmatic can do. For that to happen, agencies and clients need to shake up their thinking and lose some of what he calls "muscle memory" of the old ways of buying TV.