By: Conrad Clemson, VP of business development, Cisco Service Provider Video
Let’s start this blog with this simple observation: TV didn’t kill radio, but it did disrupt how advertising flows. Same for the impact of online media, on print.
And by our reckoning, it’s about to happen again — the diverted flow of advertising resources and revenues away from traditional, big broadcast TV, to online and over-the-top video.
Will TV advertising dominate over other forms of video consumption, for a really, really, really long time? Unquestionably. But increasingly, brands want a mixed media spend, because it gets them greater reach and greater engagement — and that’s what advertising is all about.
Our work to help service providers expand advertising beyond the primary TV screen, to the other screens we’re all watching, is a big part of what we’re demonstrating at this week’s CES, in Vegas. And we’re not going it alone — we’ve strengthened our work with Black Arrow, on ad decisioning, and with Innovid, on multi-screen.
Here’s what you’ll see: Read More »