At a time when streaming content is growing and “anytime, anywhere” viewing on phones and tablets is common, what does it mean to “watch TV”? Does it always involve a TV set with cable or satellite reception, watching shows from a traditional TV network? Or, do other types of viewing replace “TV” as “TV” in consumers’ mind?
As consumer habits evolve to embrace content across multiple platforms, advertisers and brands need to adapt to shifts in viewing behavior and find new ways to reach target audiences and increase engagement. Following are some key takeaways from the ARF’s first OTT event, dedicated to understanding the OTT landscape, opportunities, and pain points.