News
September 15, 2025
The new TV guide: answering marketers’ questions on the next big shifts
To kick off our New TV for Drummies guide, we look at five burning questions every marketer is asking as the home’s biggest screen transforms into a channel built for the digital age. Gone are the days of the 30-second TV spot. With the rise of Fast, AVOD, shoppable streams and retail media integrations [more in our A-Z glossary], television has become a converged content marketplace where data, targeting and creativity collide. Marketers know the opportunity is huge. But the rules are still being written – literally outside the (TV) box. Here’s what you need to know, now. Read more here
The television landscape is undergoing a seismic shift, transforming from a passive broadcasting medium to a dynamic, data-driven marketing arena. Marketers are grappling with this evolution, eager to understand how to navigate this "New TV" era and leverage its immense potential. The question on everyone's mind is: how do we effectively reach consumers in this fragmented and rapidly changing environment?
A new guide aims to answer five critical questions that marketers are currently facing as the traditional TV screen evolves into a digital powerhouse. Forget the days of relying solely on the classic 30-second commercial. The rise of Free Ad-Supported Streaming Television (FAST), Advertising-Based Video on Demand (AVOD), and innovative integrations like shoppable streams and retail media networks are reshaping the way viewers consume content and interact with brands.
This convergence of content, data, and targeted advertising has created a converged content marketplace. Marketers recognize the vast opportunities this presents, but the strategies for success are still being defined. The old playbook simply doesn't apply anymore.
The guide dives deep into the key aspects of this transformation, providing insights and strategies for marketers to adapt and thrive. It addresses the fundamental questions surrounding audience targeting, creative execution, and measurement in this new ecosystem. It also explores how to effectively utilize the rich data available to personalize advertising experiences and drive measurable results.
By understanding the nuances of FAST channels, mastering the art of AVOD advertising, and exploring the potential of shoppable streams, marketers can unlock unprecedented opportunities to connect with consumers in engaging and relevant ways. The guide promises to be a valuable resource for anyone looking to understand the future of television advertising and harness its power in the digital age. It's a call to action for marketers to think outside the (TV) box and embrace the possibilities of this exciting new frontier.
A new guide aims to answer five critical questions that marketers are currently facing as the traditional TV screen evolves into a digital powerhouse. Forget the days of relying solely on the classic 30-second commercial. The rise of Free Ad-Supported Streaming Television (FAST), Advertising-Based Video on Demand (AVOD), and innovative integrations like shoppable streams and retail media networks are reshaping the way viewers consume content and interact with brands.
This convergence of content, data, and targeted advertising has created a converged content marketplace. Marketers recognize the vast opportunities this presents, but the strategies for success are still being defined. The old playbook simply doesn't apply anymore.
The guide dives deep into the key aspects of this transformation, providing insights and strategies for marketers to adapt and thrive. It addresses the fundamental questions surrounding audience targeting, creative execution, and measurement in this new ecosystem. It also explores how to effectively utilize the rich data available to personalize advertising experiences and drive measurable results.
By understanding the nuances of FAST channels, mastering the art of AVOD advertising, and exploring the potential of shoppable streams, marketers can unlock unprecedented opportunities to connect with consumers in engaging and relevant ways. The guide promises to be a valuable resource for anyone looking to understand the future of television advertising and harness its power in the digital age. It's a call to action for marketers to think outside the (TV) box and embrace the possibilities of this exciting new frontier.
Category:
Entertainment