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Omnichannel Advertising in a Streaming-Centric World

The pandemic has changed how viewers consume TV — likely forever — and marketers will need to adapt

By Stephanie Geno

Like the shift from landlines to mobile devices, society is likely to continue its preference for CTV and digital video over linear TV. For marketers, this requires a shift in media strategy. Though marketers have been operating in an omnichannel world for a while, they must now confront the complexity of a fragmented digital environment and refocus their omnichannel advertising strategies with CTV rather than linear TV at the center.