The convergence of TV and digital

Brian Norris

Explains what addressable advertising is, how it can be used, why it is effective and how its rise in popularity supports the merging of TV and digital.

Signs of a significant shift in advertising are all around. As consumers move away from traditional viewing experiences, marketers are changing their strategies. Consumers want full control to enjoy what they want, when they want it, and on whatever device. In this environment, advertisers face a new challenge: to capture the attention of the distracted viewer, deliver their message, and drive action.

Television has traditionally delivered mass-market reach. With viewing habits diverging, many now wonder where TV fits into today's paradigm. The reality is that the lines are blurring: TV and digital are moving closer together. TV is adopting the...

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