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Connected TV may be the future of TV, but its primary ad product is pretty traditional: 15- and 30-second mid-roll spots that would look right at home on TV screens topped with rabbit-ear antennae. But that is changing — and needs to.
“What people aren’t doing is understanding the rules of engagement of every platform and developing agnostic to the platform based upon what the user or consumer tells you to do. So there’s probably no better way to describe it, but inherent laziness built in there,” said Albert Thompson, head of digital innovation at Walton Isaacson. He was speaking during a live recording of the Digiday Podcast hosted during Digiday’s CTV Advertising Strategies event, which was held on July 15 in New York City.
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