Last year marked a distinct shift in power away from the traditional thrones of cable networks and into the hands of consumers, reports Adweek, which stated that is is no more evident “than with Disney’s acquisition of 20th Century Fox late last year, as content companies race to become media aggregators in an effort to reach consumers wherever they are. Not all consumers, though. The power lies with a new and growing segment of society: the people switching away from traditional television (if they ever used it at all) in favor of internet-driven TV.

“The consequence? For advertisers who don’t shift with them, it means losing an opportunity to build brand awareness and affinity with an entire generation of increasingly connected consumers. And this connected generation could become a ‘lost generation’ for brands who stick with only traditional TV. For those who do, it means incorporating a new and powerful approach into their typical TV advertising plan.

“The connected generation is made up of two distinct pieces of today’s media-consuming population: cord-cutters, or the ones trading in coaxial cables for Ethernet ones, and cord-nevers, or those who never had coaxial cables in the first place. They’re typically aged 34 and younger, and they’ve spent most of their lives in our current digitally-driven world. They’re no longer bothering with traditional television sets or cable subscriptions but instead rely on the likes of smart TVs, PlayStations and Roku devices to stream live or on demand TV.

More here.

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