TV Advertising Will Never Be the Same

CBS and HBO have begun to lead to way in new ways of consuming content by un-bundling and allowing streaming without a television or cable box.  However, with the increasingly digital world we live it, the future will not just hold changes in the way we consume content, but changes in the way advertisers reach their audiences. We've seen the steady rise of cord-cutting, aided by the growth of video on demand, new platforms like YouTube, new devices like settop boxes and smart TVs, as well as the growth of original content from companies like Netflix and Amazon.  Soon TV just becomes a homescreen to video; TV channels become apps; and we'll see an entirely new mindset toward TV advertising.  For the first time ever, we will soon see digital techniques shaping TV advertising. When we boil it down to simple elements, we will have a massive screen, video files that people want to watch, and the chance to insert other video units before, during and after said units.

The new TV advertising landscape may include some of the following:

Audience Buying
With the emergence of data driven analytics, instead of purchasing time during specific shows in order to reach certain audiences, companies can buy those audiences directly based on demographics, household watching behavior, search history, app purchases, etc.

Connected Calls to Action
Traditional TV advertising usually attempts to drive traffic to a certain website or requests a rather disconnected call to action.  If the TV ads are incorporated directly into websites or digital viewing platforms, the calls to action can be much more integrated and targeted.

Flow Advertising
With integrative digital advertising, we can start to think of campaigns as seamless communications across devices, that work together to tell a story and change behavior. This flow advertising makes the purchasing funnel much easier to navigate consumers through.

Personalized Advertising
Again, using big data can allow advertisers to seduce the consumers instead of interrupt their viewing experiences with ads that have no value to them.

Source: http://adage.com/article/digitalnext/tv-advertising-change-forever/295465/