Agency Jacobs & Clevenger recently wrote an excellent post “Blurred Lines: TV for Demand Generation and Nurturing”.
Everything in TV/video is on the cusp of change; the way TV and online media is planned and bought will certainly be part of this change. The evolution will be complex—and likely messy, requiring a hybrid approach. This makes it an exciting time for advertisers, agencies and networks to work together to develop models to bring TV/video buying fully into the addressable, programmatic, biddable age to better engage the right audiences at the right price. Direct marketing methods will become much more important as digital TV becomes a brand-building, data-driven marketing vehicle.