Consider Television in Context of the Modern Customer Journey

In a world where consumer behavior is always shifting, with the introduction of new technologies, how should today's marketers think about TV?  For starters, they should recognize that TV has adapted itself to be more relevant, targeted, measurable and flexible, with better return on ad spend (ROAS), than ever before.  With TV driving real business impact by influencing consumers throughout their journey to purchase, those marketers who take advantage of the medium's new capabilities will get an early start on a more effective and versatile branding instrument.