"Despite industry discussions around channel convergence, "most marketers' playbooks are actually not that diversified," said Albert Thompson, director of digital innovation at Walton Isaacson. "They have the appearance that they're diversified," Thompson said, "but, in reality, there's no intersection between their heads of investment." Instead, they deal discretely with agency teams that handle broadcast TV, streaming, social video, etc. Many marketers buy what's familiar or "what they think makes sense," Thompson said, partly because they're beholden to traditional agency holding company structures."
"But AI creates new opportunities for marketers to expand beyond their comfort zones. In addition to making video advertising more accessible, AI helps surface insights marketers need to make decisions about their investments. Now that the video ecosystem is converging, buying workflows need to match how consumers actually watch content, Thompson said. "The number one trend this year will be gaining on AI." ("Big surprise," he added.)"
Marketers worry AI will disrupt TV ad buying while AI also offers potential to break down silos in video advertising. Most marketers' playbooks appear diversified but lack coordination between investment leads, resulting in separate agency teams for broadcast TV, streaming, and social video. Many marketers favor familiar buying patterns and remain tied to traditional agency holding company structures. AI can make video advertising more accessible and surface insights to guide investment decisions. The converging video ecosystem requires buying workflows that reflect actual consumer viewing behaviors, including mood-based content discovery rather than strict genre packaging.
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