These days everyone is talking about digital marketing, use of technology and technology driven campaigns. But, what remained almost unchanged is the traditional advertising mediums like TV, Radio, Print, Outdoor and BTL, although some of these have tried incorporating technology in some way or using technology as delivery medium to some extent.

Do you remember the Volkswagen talking Ad in the ‘Times of India’ in 2010, here is the link if you missed it or can’t remember it https://youtu.be/lOw-SWlL2ZE. Similarly, with outdoor advertising there has been experiments and innovations like these http://techcrunch.com/2015/12/05/outdoor-is-the-new-black/ and there are many more examples but, we have not been able to keep pace with all the advancement in technology. Then there is BTL industry which comprises of activations, exhibitions, mall promotions, etc. All in all, every traditional medium has remained much unchanged except for few advancements and media and content delivery, for example these days’ electronic billboard and OOH screens are receiving content through telecom networks (GSM – 3G/4G etc.), but beyond that there has been limited usage and with limited scope. And, all this while the real internet world which we call digital advertising has been innovating in leaps and bound.

The answer is not that simple. Let’s take an example of TV advertising, normally advertisers/brands would reach out to various TV channels through their media buying agencies or in house media buying teams, they will transact like a normal trade transaction, buying inventory and paying for the same.

Now, let’s imagine if the same traditional way has to be done away with, what would you do? The solution is something which we have been quite familiar with and have been using it for our digital ad campaigns. Yes, you got it right, Google Adwords, Facebook for Business and similarly there are other platforms through which you can buy the inventory and schedule your ads. Why can’t this be done with buying TV inventory, why can’t TV advertising have a similar platform? Some of you might say that it has been tried and it is all about putting the inventory for buying by advertisers and nothing more. Let’s take this a step further wherein you can have an option of buying the inventory online in addition to choosing your TG to show your ads, well it seems that I got your attention.

These days most TV is watched using digital networks (using a set top box) and in addition to that there is an increasing no. of people who are now watching Live TV through their personal devices like smartphones, Tabs, and laptops etc., event TV’s are increasingly becoming smarter with browsers, apps, streaming etc.