The Television has been homes for over 60 years and it's still not time it out just yet. Thanks to the drastically changing ways we consume content these days, TV advertising is at a crossroads: advertisers are now planning integrated TV and online video advertising campaigns.

Today, TV is one of the fastest-moving areas of advertising, with new campaigns aiming to capture the massive opportunity of linear TV, smart-TV, and online video viewers. Advertisers are looking for holistic campaigns that capitalize on the opportunities of engaging with consumers across multiple screens.

According to Videology's head of global TV strategies, Rhys McLachlan, consumers are there, the data is there, online video has matured as an advertising media, and the foundations for a TV market have been established. He shared with Media Tel some key points that advertisers should know when creating integrating TV ad campaigns.

Consumer habits have changed TV. While conventional TV is still a powerful medium, it is becoming more supplemented by all manner of consumption across a multitude of devices. The majority of viewing experiences are delivered to the consumer over IP, and this means the advertising route to viewers is more sophisticated, dynamic, and trackable.

There is data to create opportunities. Data enables the delivery of the right content at the right time to the right audience. By combining online with TV viewing data, it is possible to create single-source/multi-screen metrics – giving advertisers the statistical and behavioral information they need to deliver campaigns that incorporate TV and are optimized by online.

TV is the future. These are early days for addressable TV as a key element of the media-landscape, but this as a huge opportunity. By making use of data and bolstering that with platform data from the online video space, advertisers can plan their TV buying based on the audience that's watching a show.