"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research.
If you’ve seen the agenda for AdExchanger's upcoming Industry Preview conference in January, you may have noticed that I’ll be giving a presentation on “The Future of Buying ‘TV’ Everywhere.” In advance of that talk – which will coincide with the release of an underlying research report - I thought I’d give some context on what I plan to address.
Spoiler alert: It’s not going to be research on “TV Everywhere” (notice where the quotes are), “a business model wherein television broadcasters—particularly cable networks, allow their customers to access content from their network through internet-based services—either live or on-demand, as an aspect of their subscription to the service.” (Thanks, Wikipedia.)
It’s going to be about the broader evolution of the buying and selling of sight, sound and motion advertising – whether on a television set, a desktop, a tablet or other handheld device. Because I think – whether you want to call it “television” or simply “video” advertising – this is the next frontier for programmatic disruption.