Katey Gault, Director, Connections Planning at UM, sat down with Beet.TV to discuss the challenges and opportunities of changing viewing habits in the media market. In today’s market consumers want to consume content in a digital environment that supports the rising interest of instant gratification. The challenge behind this is the massively fragmented market in Canada.

“Opportunities for OTT include bridging the gap between how consumers view traditional TV and how advertisers are operating in the digital environment,” says Gault. “We need to look at keeping consumers engaged and how to add more value when they are used to instant gratification.

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