Part I: TV advertising is changing - whether we're ready or not - but are we willing to embrace it?

By Doris Montanera

SOON AFTER THE INTRODUCTION of TV in the late 1940s and early ’50s, came the 30-second commercial spot. It became the standard of television advertising and, despite complaints about its buckshot approach to hitting its intended audience, remains so today.This celebrity of the television-advertising world feels ringed by metaphorical paparazzi, bobbing and clicking away. But there are other forms of revenue trying to nudge into the circle of stardom. Product integration and sponsorship, a throwback from broadcast’s early days, is thriving. Online advertising, with its increased targeting capabilities is on the rise. And addressable and interactive ads—the 30-second spot on...