With digital and social media hoovering up ever-bigger portions of brands’ media budgets, many have been tempted to announce the terminal decline of major segments of the media landscape.
Even the longevity of TV is in question. This is too simplistic and blinkered a view though. All the signs of its digital transformation are there.
In fact, there is one more coming and it has the potential to radically revitalise the sector by creating exciting possibilities for viewers and advertisers alike.
Connected TV (CTV) is more than just a buzzword or simply about connecting your TV screen to the Internet. It is a paradigm shift in how TV content is consumed, and advertising is served.
Wi
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
