I've worked in digital media, advertising and marketing for nearly twenty years. Much of that time I've spent experiencing traditional television both disrupt and be disrupted by digital media. I've often worked on the disruption, implementing new commercial models and technologies that end up being both defensive and offensive in the face of consumer uptake of digital channel.
I've also spent that time watching how advertising and marketing distribution has shifted from buying media channels to buying audiences. As marketers now base their strategies on targeting audience segments that match their various customer profiles, traditional media like TV have scrambled to offer the ability to target those audiences in meaningful ways.
The scramble continues and for anyone who works in marketing, advertising and media, it's a critical one to understand. Join me as I look at the trends, challenges and developments in advertising, marketing and media as we either disrupt or be disrupted.