Fusion Inc

The television advertising business is poised for a change. Following the path of digital advertising, the television industry is now slowly moving towards programmatic technologies. However, the television ad ecosystem is far different than digital medium, so programmatic advertising — effectively, data-driven automation of advertising transactions — will take a different shape for the older medium. Television is undergoing tremendous technological developments, which will enable marketers to direct brand messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads and uses data and technology and real-time auctions to automate transactions between buyers and sellers. TV advertising is a big business in India! With over 197 million households accessing traditional TV subscriptions, it’s no surprise advertisers ...

Television holds the title of the largest mass medium for advertising for more than 60 years now and that designation has not been overtaken even after the entry and growth of internet medium. It is an imperative and consequential component of media planning because of its pervasiveness, impact, mass reach and targeting abilities. Albeit the world has come a long way in going digital, Television advertising still plays a paramount role when it comes to marketing products and services. Television has the properties of sight, sound, and motion that traditionally set it apart from other media such as radio or print. With its three-pronged assault on its viewers’ senses, TV is able to create broad awareness for a product or services.  So before we move ahead, let’s address a common and recent misconception that internet is replacing TV viewing. The entry of Netflix, Amazon, ALT Balaji, Viu, youtube etc. it has become a hot topic to anticipate the inevitable decay and demise of te...