Screens are just a device – it’s time to view TV as a consumer experience

While media buyers struggle to redefine TV Mark Frain argues they need to start looking at it as being any screen, not just the one in a lounge room.

A few years ago, some bright minds in our industry debated a new name for television. They recognised that we’d reached a point where it was no longer helpful to continue to refer to linear TV in isolation. Plus, premium video was clearly emerging as the unifying element in the new multi-screen entertainment landscape. Many new terms have been speculated since, including OTT, AV content and all video.

We’ve stuck with the word television for now, but as our audiences no longer view content on TV sets alone, I think the merry-go-round will continue. Viewers no longer pause to consider whether they will watch their content of choice on their laptops, phones or big screen TV. TV is the consumer experience – the screen is just the device.

As TV content consumption changes, advertising must follow suit. We need to stop viewing TV ratings and bookings traditionally and start to engage with audiences in a dynamic, unified way. A way which reflects this new viewer experience and not purely on the device they’re watching. Advertisers therefore need to carefully consider the current volatility in TV audiences and inefficient methods of trading that makes it increasingly difficult to find and engage the right audience.