TV revolution needs to have sound ad planning at its heart

The article discusses the technological changes in television and their implications for media and advertising planning.

TV revolution needs to have sound ad planning at its heart

Nigel Walley

Last year proved to be the most dynamic one in television distribution for a decade. New TV platforms were launched almost on a monthly basis and new technologies for enabling viewers to control what, when and how they watch continued to arrive in the market.

On one hand, TV has broken out from the screen in the corner of the lounge and onto web and mobile, while on the other the humble TV set (or at least the set top box) is transforming into a highly intelligent,...

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