Audiences have access to more premium TV content than ever before. But, as it proliferates across platforms and services, viewers are finding that the discovery process for new content is fragmented and frustrating. New research has found that 65% of viewers across the U.S. and Europe are spending more than 6 minutes searching for new content per viewing session.
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Marketers have always struggled to understand the true ROI of their advertising campaigns. In fact, John Wanamaker’s poignant quote from the early 1900s, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” is just as relevant today as it was then.
There is no shortage of video content available for audiences to watch. Its ongoing proliferation combined with the convergence of new and traditional endpoints is shaking up the video ecosystem at large. And with TV’s evolution, the time is now to accurately define the medium.
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