How advertisers can keep pace with the changing television landscape

Despite television ad spending crossing $75 billion in 2013, the industry’s core business model is in flux. Shrinking audience ratings and the fragmentation of television viewership across second and third screens could drive marketing and advertising dollars online and confirm the view of digital and direct marketers that television advertising is inefficient and doesn’t even deliver the reach it used to.

Media-measurement oligarchs are struggling to keep pace with seismic shifts in video-viewing behavior. Driven by a combo of consolidation and new players, a fragmenting audience, and social media technologies, TV ad buying and selling is facing major disruptions. Advertising techniques that arose in online media are finally having an effect on traditional television.

[Loizides is Strategy & Business Planning Consultant, Paphion]