1、The Future of TV AdvertisingConverged TV+Video and the road to omnichannel media and creative 2 The Future of TV Advertising 2023 MediaoceanTable of contentsPart 1:Mediaoceans approach 3Understanding the landscape 3Our central principles 3Part 2:The evolution to omnichannel 5The age of creative 5The

2、 age of channel dominance 5The age of omnichannel 6Evolution,not revolution 7Part 3:What converged TV+Video looks like 8Brands and agencies 8Publishers 9All stakeholders 9Currency is the tip of the iceberg 10Part 4:Mediaoceans solutions 11Phase 1:CTV,digital,video,and social video 11Phase 2:Omnichan

3、nel buyer workflow 11Phase 3:Media,audience,&creative intelligence 12Part 5:The omnichannel imperative 133 The Future of TV Advertising 2023 MediaoceanUnderstanding the landscape Mediaocean lives at the center of the monumental changes reshaping the landscape of TV and video advertising.The core ele

4、ments of sight,sound,and motion have enabled high-impact messaging for more than seven decades.However,in recent years,video content and inventory have fragmented among more channels than ever before.As people spend more time on streaming services,social platforms,and online and mobile video in addi

5、tion to traditional broadcast TVbrands must think and act across multiple channels to reach consumers.Advertising is in the early stages of this shift to an omnichannel reality,and the platforms,organizations,and processes must evolve in a way that recognizes the dynamics and history of traditional

6、advertising and leverages the technology,data,and innovations of digital.Mediaocean is in a unique position to act as the foundation and bridge between a converging present and the omnichannel future.Every stakeholder in the advertising ecosystem has a role to play in the futurebrands,agencies,data