Marketers and investors care about what consumers like, and right now that is TV. A seemingly obvious statement, yet tech startup leaders are once again acting as though they have discovered an otherwise unknown potion for success.
We have seen this sequence of events play out before. Consumers started going digital, so investors put up the money and tech companies developed capabilities, which marketers bought. Years later, consumers started transitioning from desktop to mobile, and the trend repeated.
The latest major shift in media involves the changing consumer behavior of TV consumption. Those holding the checkbooks enabled both in-house capabilities or new startups to develop solutions, and marketing dollars followed. But what happened next has not followed the standard innovation adoption curve.
The recent changes in advanced TV aren’t a single linear shift experienced by all parties, starting or ending at the same point along the curve. The pattern has instead changed to a legacy industry and a technologically advanced industry colliding at multiple points, moving in different directions and confusing buyers and investors on what is innovative, unrealistic or actually new.
The answer to success is no longer a list of buzzwords; it’s in proof points. Actual value delivered, problems solved that are actually problems and long-term revenue earned by providing client wins. Not sexy, but as both sides of the industry become more educated, it’s what is required to succeed.