February 9, 2018 — By: The Harvard Business Review
The Harvard Business Review conducted a survey on marketing and the evolution of TV, sponsored by Google. "Television is in the midst of an enormous evolution where consumers can watch programming on any internet-connected device with a screen," wrote HBR.
"According to a Harvard Business Review Analytic Services survey and interviews with marketing experts, this evolution of TV will continue to march forward and offer marketers promising new opportunities to reach their audiences," the research report continued.
"For example, Jalal Nasir, founder and CEO of Pixalate, a firm specializing in providing fraud protection and analytics for advanced TV advertising, stresses that the evolution of TV is on the cusp of dramatic growth," the research report reads. "According to his firm’s research, 40% of U.S. households with an internet connection already own an internet-connected TV device. By 2020, that number is expected to climb to 80% or more."
According to a Harvard Business Review ("HBR") survey of 390 of its subscribers, the majority of the most knowledgeable marketers (as it pertains to Connected TV/OTT) expect to change their strategies to a "great extent" in the coming years as a result of the changing landscape.
"Marketing executives most familiar with the prospects of advanced TV are already making moves," wrote HBR. "These businesses are three times as likely to be changing strategies to a great extent in response to consumers watching network, cable, and other professionally produced video on devices other than traditional TV sets—50% versus an average of 14% compared to their less knowledgeable peers."
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