Television is changing, in many ways, it’s already changed and advertisers have had to change how they do things in response.

It’s clear that regular TV is still delivering the impressions with reality shows like X-factor and Love Island pull in an average of 6 million and 2.5 million respectively. And heavy hitters in the drama genre are also grabbing big audience numbers, 3.39 million watched the first episode of the final season of Game of Thrones in the UK live while 17.4 million watched in the US.

Of course millions also watched these programmes in different ways, via catch up services, through digital box-set collections and even through piracy (the Game of Thrones series premiere was illegally downloaded around a billion times).

And it’s these new ways of watching TV that has affected advertising. Today, we’re able to target more efficiently because of audience data collected via the various platforms. This allows us to build a better picture of who’s watching certain programming and when.

Other opportunities have emerged due to video on demand (VOD) services like ITV Player and Sky Go that build audience data and target in similar ways to online advertising media. VOD ads also allow for audiences to click, or tap, straight through to your landing pages creating easy opportunities for audiences to convert on the spot.

There are few media options that offer the kind of brand awareness opportunity that TV offers though. Just look at the coverage that the John Lewis advert gets every Christmas or the buzz created around the launch advert for every new Fifa game. What has changed is the advert is no longer displayed on standard TV alone, but the TV advert is often used as the focal point and foundation around which a successful, targeted, results-driven campaign is deployed.