Marketing technology continues to progress at an almost exponential rate. The ability to reach customers exactly where they are with full personalization is becoming a reality. But one medium continues to offer persistent challenges to digital marketers.

TV.

According to Magna — a research outlet for media firm IPG Mediabrands — digital ad sales grew to $209 billion in 2017, while TV ad sales only brought in $178 billion. In fact, the move from traditional channels to digital resulted in the most substantial decline ever recorded.

This is partly because advertisers are getting more value from being able to target viewers using platforms such as HBO and Hulu. It is also cheaper to distribute ads via digital channels than it is to advertise on TV. Of course, none of this works unless the audience is watching TV content via streaming services rather than traditional TV channels.

And they are, especially in the under-35 age bracket.

“There is an underlying assumption that TV is moving to the cloud,” Dr Shay David, cofounder and president of media and telecom at Kaltura, told me in an interview. “The way we people consume video has changed dramatically. People now consume TV content on the go, on their terms. The service providers understand that the traditional model of TV — everyone in front of a single screen — no longer exists.”

While streaming is prevalent with younger audiences, older viewers are also moving to digital TV platforms. In fact, 2017 saw the fastest ever growth in 50- to 59-year-olds moving to digital TV, with 63 percent of viewers now accessing TV content via the…

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