The future of TV and advertising

There's a great deal of excitement around digital being the future of TV and it sure has its place in a 360° advertising campaign but globally TV still counts for the largest slice of ad spend and agencies' business models are built around these production margins. In order to delve into this we first need to divorce content and platform. Content has evolved significantly in the past 10 years, and right now, the TV platform is undergoing a major revolution that will change consumer behavior. This means that brands and ad agencies must adapt their thinking now and adopt new skills if they want to be as strong in a post-interruptive era. Brands would need solid systems and platforms in place that align their content, products, promotions and data coordinated across a multitude of platforms. While this major shift won't happen overnight it will happen, and it will happen faster and with more impact than it did with the print industry because the infrastructure is all there - more ready to go now than it was when the web took out the newsstand.