Linear TV Marketing Is Not Dead Yet, But Programmatic Tech Is Changing Things

Unilever’s chief marketing officer says the advertising industry is experimenting with programmatic (i.e. interactive, mobile, etc.) technologies for linear TV, and will eventually make the shift, but that shift is a long way away. According to Keith Weed, the industry is trying to figure out how to “simplify the complexity” of merging entertainment, content and marketing. The idea is to move from the broadcast model of “marketing to people” and toward “marketing with people”, applying increasingly sophisticated programmatic technologies. For a marketer, Weed says, “the moving picture [of TV] is alive and well [though] being part of a mobile platform is very exciting.”