TV viewers want to connect with programming -- as well as their friends and family. But in a future, automated TV programmatic world, this might be a complex challenge for marketers. One major
concern could be co-viewing. Christy Tanner, senior vp/general manager of CBS Interactive Media Group, in speaking at OMMA Programmatic Video event, says 73% of TV viewing is with family and/or
friends. "The major challenge for this industry is hitting your real target," she says. "The assumption we make about people is often false." And, in that regard, it gets complicated when it
comes to selling
advertising in specific programming. As an example, Tanner gave the OMMA Programmatic Video event audience a quiz, asking them to name a particular show after reading a quote that appeared in TV Guide.