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The Future of Television

By Jamie Lato 

In

Digital Advertising Data Marketing Media Ads News Social Media Connected TV

The way we watch television hasn't altered all that much over the past century. The way we watch TV has stayed mostly unchanged, even though technology has advanced, and we have added features like color, a remote, and HD. Most individuals still recall simply watching TV while seated on the couch in their living room.

However, there has been a significant change in the way we engage with and watch TV during the past five years. Recently, a lot has been said about the direction of television. Like other media, such as music, print, and video games, TV is undergoing a significant change. There are many parallels and connections between TV and mobile that are advancing the medium, as a digital marketer with a focus on mobile / app marketing, I've noticed.


Access to High-Speed Internet


Only 46% of the world's population have access to the internet as of January 20th, 2016, according to Internet Live Stats. However, there are over 3.3 billion individuals worldwide that have internet connection. Being able to stream your favorite TV episodes online is becoming more and more popular, making access to high-speed internet crucial for TV. Only 32% of internet users worldwide have high-speed connection, and those who do must invest in pricey "Smart TVs" or less expensive gadgets like Google's Chromecast, Apple TV, Amazon TV, or Roku. Media and advertising corporations will be able to offer content in new, intriguing ways as internet connection and streaming become more common, resulting in a vast multiplication of data and content.


Mobile Adoption


Smartphone adoption is growing faster than any consumer technology, allowing people to watch TV anytime and anywhere. Programmatic marketing will be able to target and adjust to the platform in real time, and cross-screen integration or content mobility will become the most powerful strategy for brand marketers.


Content Mobility


The importance of mobile devices in the television and mobile industries is rising. The cost of connecting a "dumb" TV to the internet has decreased as more TVs go online, and those who choose to get Smart TVs are seeing costs decrease. The same app content that has driven the use of mobile devices will likewise drive the use of "Smart TVs." Businesses who can capitalize on this trend by delivering innovative content in various formats across numerous channels will prosper. Soon everyone will compete on an even playing field thanks to technology, and the producers of the best content will prevail.


Personalization


The growth of internet access, mobile adoption, and content mobility will lead to the personalization of TV. Netflix is an example of this, as they started creating television shows to fill the gap. Marketers have a huge opportunity to adapt to the changing landscape of TV by using knowledge gained from digital experiences.