Webinar: Cadent’s Jes Santoro Explores Shifts in Viewer Behavior

TV is as relevant as ever. People are consuming a lot content, and families are spending a lot of time together. The television set is still where families naturally gather at the end of the day.

Recently, the Video Ad Bureau’s Jason Wiese hosted a webinar with Cadent SVP, Advanced TV and Video, Jes Santoro, about understanding shifting audience behavior and exploring the question, “Should I still be advertising on TV?”

Shifts in viewer behavior are happening in real-time, and marketers have to have a nimble strategy to keep pace. Here are a few takeaways from the session:

Even before COVID, people were consuming a lot of content. Viewership will increase across demographics this year. Traditional TV will jump by 8.3 million U.S. viewers this year, ending a nine-year dip. (eMarketer)

TV is as relevant as ever. People are consuming a lot content, and families are spending a lot of time together. The television set is still where families naturally gather at the end of the day. People are watching more TV than ever, but they’re tuning in across different platforms and channels.

Now, marketers have to prepare for a post-COVID world. How can marketers bridge linear, OTT, CTV and other advanced TV solutions in the future? Watch the video below.