For over 50 years, there was only a single "app" for TV viewers. The sole function of that app—the cable or satellite company—was to stream premium video content. The facts of yesterday’s TV viewing no longer hold. There are now many TV viewing apps available. Enter "the appification of TV."
The ad industry has always been consumed with the latest trends. This should be no surprise, given that marketers and their agencies spend the better part of their days trying to create them. But nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad inventory more efficiently by applying rules to technology-enabled, automated purchases has marketers salivating.
Innovation in how we measure mirrors a continuously evolving media landscape. And for the first time in a Cross-Platform Report, Nielsen has migrated the reporting of mobile use and mobile video use from survey-based insights to metered data through electronic mobile measurement.